The Wii would 'explode' if it was priced at $99 (£64) according to the head of EA John Riccitiello.
The influential gaming figure believes that Nintendo must arrest the drop off it has experienced with the Wii.
"I would say [Nintendo] did exceptionally well in '07 and '08, started tapering in '09 and '10, and... I think if they were to price down to $99, they would explode," he told IndustryGamers.
"I think they've now got competition, in the form of gesture-based gaming from Sony and Microsoft.
"If they were to find ways to promote third-party content better, as opposed to first-party content, and would hit pricing, I think the platform would see new life."