Activision: Consumers will prefer lower PS4 price

The majority of consumers will react better to the low PlayStation 4 price compared to the Xbox One, according to Activision president Eric Hirshberg.

During E3 earlier this month the PS4 was given an appealing price of $399 USD, much cheaper than the $499 USD Xbox One.

Hirshberg said that people will always prefer the lower price for first impressions, and now Microsoft has to convince people that Xbox One is worth the extra money.

"It's up to them to win the value argument," he told GamesIndustry. "If you do a focus group of a gazillion people and you show them two prices for two competitive products, 100% 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."

The reason the Xbox One is so much more expensive than the PS4 could be down to the Kinect, which is bundled in with every console and has to be plugged into the system for it to work.

Hirshberg said the Kinect had to be explained better, and consumers have to know why it's an integral part of the Xbox One experience.

"I think it's the same answer; I feel they have to show why that's a good thing and why it's worth the premium and deserves inclusion and why it's something that gamers are going to come to really value and appreciate," he added.

"It's going to be a fun battle to watch, but I think they definitely have to win hearts and minds in terms of the value of it."