Activision's chief executive, Bobby Kotick, has said that the price of both the PS3 and the Xbox 360 need to drop in price to $199 (£97) in the next two years. He believes that the Wii is leading the way in terms of pricing.

Yes, £97 PlayStation 3 and Xbox 360s.

Speaking at the Reuters Media Summit in New York, Kotick said, "The Wii at its price point is now setting a standard and an expectation, and people say, well, the Wii is less complex technically. I don't think that really matters as much to the consumer."

With that in mind, Sony and Microsoft need to follow suit. "In the next 24 months they all will need to be at that $199 (£97) price point, and you can imagine Nintendo will be down to the $129 (£63) price point over the next few years", Kotick said.

While Sony and Microsoft have taken steps to cut the prices of their consoles over the last six months, going as low as $199 in two years might be pushing it. Of course, it might take a bit of pressure off poor old Nintendo, which just can't seem to manufacture enough Wiis.

Kotick also had a few words of wisdom for publishers who are failing to capitalise on the Wii's success, claiming that Activision has followed Nintendo's lead. "We realized that, much like Nintendo, the pathway for success and the highest operating margin leverage on the Wii is a relatively small number of titles that really capitalize on capabilities of the hardware", Kotick stated.

"Some of our competitors are doing a lot more talking about how they're organized than innovating for the Wii and if (publishers) are going to be successful they are going to have to step up to the level of innovation that Nintendo has proven themselves capable of", he added.

That said, SPOnG's hard pushed to think of an Activision title that has made the most of the Wii's capabilities. Call of Duty 3 took a decent stab at it, but when all's said and done it was a port of a multi-platform game.

^{Source: Reuters}