Yves Guillemot, CEO of Ubisoft, has predicted that PlayStation 3 and Xbox 360 will both see price cuts at some point later this year.
Guillemot observed that UK console sales are tapering off somewhat, and a price drop will be needed to combat the slump.
“The UK is declining quite fast,” he told GI.biz. “It’s declining, if we don’t take into account the digital revenue. This year they will continue to drop the price.
Elsewhere, the executive said he welcomes the idea of a new hardware generation as it allows the publisher to be “more creative,” and believes gamers are more open to embracing innovations within established brands.
“I always like a new generation of consoles because it’s really the best way for us to be more creative. It gives you lots of new ways to create," said Guillemot.
“And also the gamers are more open to innovation when a new console is coming, they don’t consider all the brands the same way, so they go after something completely new and they try it. When the machines have been there for a long time you can always improve and increase the quality, but you don’t make revolutions in the way things are done.”