Ubisoft CEO Yves Guillemot has expressed hopes that the Wii U will come down in price sooner rather than later - even though he feels it's a bit of a bargain.
The French publisher makes up a significant portion of the new console's launch window line-up, but speaking to GamesIndustry, Guillemot sounded doubtful about the hardware's pricing.
"I always prefer lower pricing, so I can't say I'm happy," he said of the Wii U's $299 standard package, and $349 premium edition.
"I'm never happy when the machines are expensive. What we have to do there is remember that compared to an iPad, it's cheap."
That said, Guillemot feels the Wii U is pretty good value.
"With what it brings [to the gaming table] it's cheap. But I hope they'll be able to drop their price in time," he added.
Guillemot's comments echo those of analyst firm IHS, which feels the initial hardcore sales will be significant, but that long-term sales may be less stellar.
The Wii U launches in the US on November 18 and in Europe on November 30.