Guillemot hopes that Nintendo will "be able to drop their price in time".
Ubisoft CEO Yves Guillemot has suggested that he isn't too happy with the Wii U's price point, adding that he hopes Nintendo will "be able to drop their price in time".
"I always prefer lower pricing, so I can't say I'm happy," Guillemot told GamesIndustry International, reflecting on the console's higher-than-expected price tag.
"I'm never happy when the machines are expensive. What we have to do there is remember that compared to an iPad, it's cheap. With what it brings [to the gaming table] it's cheap. But I hope they'll be able to drop their price in time."
Wii U launches in the US this Sunday, November 18, followed by a UK launch on November 30.
The console will be available to buy via three different SKUs: a Wii U Basic pack for around £250; a Wii U Premium pack for around £300, containing a 32GB hard drive and copy of Nintendo Land; and a Wii U ZombiU Premium pack for £350, containing Ubisoft's zombie shooter and a Wii U Pro Controller.
But Nintendo faces stern competition. Retailers have been aggressively price promoting Sony's new 'Super Slim' PS3 and Microsoft's 250GB Xbox 360 in the run up to Christmas, offering impressive bundle deals packed with new releases.
This isn't the first time Nintendo has faced criticism for its price points, of course. Last year, the firm was forced to reduce the price of its Nintendo 3DS by almost a third following sluggish sales.
Despite Guillemot's comments, though, Ubisoft has proved itself to be one of the strongest supporters of Wii U. The publisher plans to launch seven Wii U titles alongside the hardware's release, with Wii U-exclusive Rayman Legends following up early next year.
Source: GamesIndustry International