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Tretton responds to Activision price cut debate

on 17 December 2007

Sony Computer Entertainment America CEO and President, Jack Tretton, has criticised Activision for suggesting that both Sony and Microsoft need to lower the price of their next-generation consoles in order to stimulate sales.

Tretton was specifically referring to Activision CEO Robert Kotick, who said last month that he expects the PS3 and Xbox 360 to retail for USD 199 in two years time. However, Tretton sees Kotick’s suggestions as “unrealistic.”

"I'm surprised by it, because I would never venture to suggest what software publishers should price their software at”, he said."So I don't think it's appropriate for them to suggest what hardware should be priced at."

Still, he said that publishers should be focused on Sony’s efforts as much as their own, highlighting the fact that third party's cannot function without hardware to publish their games on.

"I think from an unrealistic standpoint I'm never surprised by that, because a software manufacturer may not be concerned whether a hardware manufacturer is successful or whether they're profitable.

"But I think they should be, because without the hardware manufacturer, the software manufacturer has nothing to publish on."

Concluding, Tretton addressed Kotick once more, suggesting bluntly that if he disliked the way Sony is currently pursuing its business, "maybe he should design a platform."