Activision CEO Bobby Kotick stated at the Reuters Media Summit that in case of the gaming industry consumers are more interested in lower prices than in the technology. Nintendo is setting the gaming industry standards through its Wii and because of that Activision CEO sees that Sony and Microsoft should lower prices for their products, PS3 and 360, in the intent to attract mass-market appeal.

This Thanksgiving weekend brought sales to Sony of almost for times higher for its PS3. Sony has previously begun a newer low-cost scheme, offering the Thanksgiving period a new $400 PS3 version in a pack with a Blu-ray Disc version of Spider-Man 3 and a 40 GB internal hard drive. This new model launched earlier this month is at least expensive among the gaming consoles launched by Sony so far. Last month Sony lowered its 60 BG PS3 version price to $500 which led to twice higher sales from week to week.

But, still, Activision CEO suggested that PS3 and Xbox 360 prices should drop to $199 in order to really make a difference and persuade non-core gamers to buy Sony and Microsoft products. Kotick makes these statements as he foresees that Nintendo’s Wii will be down to $129 over the next few years.