Sony vs. Activision – Here We Go Again

If you haven’t heard yet, Activision CEO Bobby Kotick has threatened, in a roundabout way, to drop his company’s support for PS3 if Sony doesn’t consider a price cut.

According to MCV, Kotick said in an interview,

“I’m getting concerned about Sony – the PS3 is losing a bit of momentum and they don’t make it easy for me to support the platform. 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.

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. When we look at 2010 and 2011, we might want to consider if we support the console — and the PSP too.”

That’s a big shot fired across Sony’s bow. So, will Sony take him seriously, and how will they respond?

According to Industry Gamers, Sony has already responded to Kotick’s statement (sort of) with the usual PR blurb, saying,

“PlayStation has tremendous momentum coming out of E3, and we are seeing positive growth with more than 350 titles slated to hit across all our platforms, including many anticipated games from our publishing partners. We enjoy healthy business relationships with and greatly value our publishing partners and are working closely with them to deliver the best entertainment experience.”

So what does all this mean? Basically, it means nothing. Activision is flexing their considerable muscle at Sony; probably in the hopes of getting a cut in their licensing fees, or a cut in the cost of the PS3 to increase sales of their games. Sony’s responding by touting how amazing their platform is, and saying nothing to respond to Kotick’s actual concerns.

This sort of thing isn’t all that unusual in the world of business. Besides, there are rumors flying of a $100 PS3 price cut to coincide with the release of Madden 10 in August, so Sony is likely to just ignore this and move forward as planned.

It’s unlikely that Activision will take any further steps unless the PlayStation situation worsens. After all, Call of Duty 4 alone sold 4.34 million copies on PS3, and PS3 is a leading seller in much of the world. Dropping support for the PS3 would be like cutting off their nose to spite their face.

So, taking all this into account, it all boils down to a bunch of corporate dick waving. Not all that original after all, is it?