While Activision's revenues continue to soar thanks to hot titles that can be found on both Xbox 360 and PS3 like Guitar Hero III and Call of Duty 4, the publisher isn't so happy about the current console landscape. Activision Chief Executive Bobby Kotick believes that high pricing remains a significant barrier to entry and is holding back mass-market appeal for the Sony and Microsoft platforms.

Speaking at the Reuters Media Summit, Kotick said that the PS3 and Xbox 360 would have to be lowered to the $199 price point in the next two years to really make an impact. He said the Wii and its $249 price is setting an industry standard.

"The Wii at its price point is now setting a standard and an expectation, and people say, well, the Wii is less complex technically. I don't think that really matters as much to the consumer," he commented.

"In the next 24 months they all will need to be at that $199 price point, and you can imagine Nintendo will be down to the $129 price point over the next few years," he added.