Activision boss Bobby Kotick's told Reuters that global economic gloom means console-makers should get their machines below $199 to see "mass" results.
"The price on platforms today has still not gotten down to mass-market price points and I think when you're in the economic circumstances that the world has found itself in, there really is a difference between a $199 game system and a $299 game system," he said.
Kotick added that he didn't expect such a move, presumably talking primarily about PS3.
The exec also said that further sales success could also be achieved regionally.
"We're just scratching the surface of opportunity as a publisher in Europe. There's a lot more that we can do," he said.
"In China and Korea, Blizzard has had great success but Activision products have not really had any success there."
Lots more through there.