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Kotick "disappointed" over lack of price cuts

Activision CEO believes platform holders should be "aggressive" in current climate

Activision CEO Bobby Kotick has expressed his disappointment in the lack of price cut announcements made the three platform holders at E3 this year.

Neither Microsoft, Sony or Nintendo made any move to change the price points of any of their hardware platforms, a move which Kotick feels is out of step with the consumer in tricky economic conditions.

"I was disappointed not to see any sort of aggressive price cutting," he told Bloomberg. "Of all the things that the hardware companies need to be doing right now, it’s recognising the difficulties of the economy and pricing their hardware appropriately."

Kotick joins a number of industry execs, not the least of which is US retailer GameStop's CEO Dan DeMatteo, who has regularly talked up the chances of price cuts for hardware.

But while Microsoft already has the lowest-priced next-gen console on the market, and Sony is widely expected to make an announcement on the PlayStation 3 at this year's TGS, Nintendo has taken the unusual step of increasing the price of the Wii in a bid to stave off the effects of the strengthening yen.

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