Activision's Kotick Calls For Console Price Cuts
Activision CEO Robert Kotick has made a new call for console price cuts, insisting that $299 is not a mass-market price tag. He suggests a drop in hardware prices would improve software sales -- even though he's not expecting this to happen in the short term.

"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 told Reuters.

Although Kotick was doubtful of any further large-scale consolidation in the games industry, he did echo recent comments by Activision Publishing president Mike Griffith that suggested Europe and Asia were key growth areas for the company.