EA's Riccitiello: Nintendo Would 'Explode' With A $99 Wii

As new motion controllers from Sony and Microsoft hit the market this holiday, Nintendo's motion-based Wii has lost some of its novelty. And with Wii's previously explosive sales dying down since its 2006 release, Nintendo may soon need to make changes to its strategy, suggests John Riccitiello, CEO for major game publisher Electronic Arts. "I think if they were to price down to $99, [Nintendo] would explode," said Riccitiello in an interview with IndustryGamers. Currently the Wii sells in different bundle and color configurations for $199. Nintendo's last -- and only -- price cut for the Wii was in September 2009. Previously, the standard package for the console sold for $249. Microsoft's base Xbox 360 sells for $199, while a basic Xbox 360-Kinect bundle costs $299. Sony's PlayStation 3 Move bundle sells for $399, making the Wii still the cheapest motion-based system available. But it's not just price that Riccitiello said is hurting the continued growth of the Nintendo Wii, which leads the current generation console install base with over 75 million units sold worldwide. Nintendo's lacking third-party publisher support also limits the appeal of the Wii, the exec said. "I think it’s a frustration for all third-party publishers, when a platform holder does less to promote third-party content," Riccitiello said. "...[Nintendo has] never really been a heavy third-party supporting system."