Sony has seen a dramatic change in fortune in the move from the PS2 to PS3, with the former market leader finding its current generation console being outsold by both the Wii and Xbox 360. It's a position which has led many to call upon the platform holder to introduce a price cut on the PS3, something Activision CEO Bobby Kotick believes is a must. Without it, Activision says it may be forced to cease support for the console.

"I'm getting concerned about Sony; the PlayStation 3 is losing a bit of momentum and they don't make it easy for me to support the platform," Kotick told The Times. "It's expensive to develop for the console, and the Wii and the Xbox are just selling better. Games generate a better return on invested capital on the Xbox than on the PlayStation."

He added: "They have to cut the price, because if they don't, the attach rates are likely to slow. If we are being realistic, we might have to stop supporting Sony."

And we're not talking five years from now. Kotick concluded: "When we look at 2010 and 2011, we might want to consider if we support the console - and the PSP too."