Activision CEO Eric Hirshberg has told GamesIndustry he believes Microsoft must prove the Xbox One is worth the $499 asking price.
Asked about the console's price Hirshberg commented "It's up to them [Microsoft] to win the value argument. If you do a focus group of a gazillion people and you show them two prices for two competitive products, 100 per cent always prefer the lower price. I think from a first impression standpoint the win goes to Sony, at least as it relates to pricing.
"Microsoft is going to have to win the hearts and minds and convince people that the higher price point is worth it, and that it provides really meaningful capabilities that will be meaningful to consumers. And it's a long game, so I am sure that's what they intend on trying to do," he added.
Microsoft's Don Mattrick recently commented that the Xbox One is "over-delivering value" to consumers arguing that the price "isn't ridiculous" in 2013.
Hirshberg has previously revealed that Activision are not planning to develop any exclusive games for either the Xbox One or the PS4.
It's notable that the PS3 initially cost significantly more than the Xbox 360 and struggled as a result but today the two consoles are neck and neck at 77 million units sold with some estimates placing the PS3 ahead in terms of lifetime global sales. Do you think we'll see a similar situation with next-gen consoles but with Microsoft and Sony's position reversed?