The entire world has been long clamoring for a PlayStation 3 price drop, but Activision boss Bobby Kotick is kicking things up a notch or two by actually threatening to drop support if sales don't improve. Speaking with The Times, Kotick expressed concern that his company paid $500 million to Sony in royalties and other goods last year alone, but the Xbox 360 and Wii are cheaper to develop for and offer a better return on investment.

Activision feels Sony's console is "losing a bit of momentum" and urges the company to drop prices to something more reasonable. Furthermore, looking at 2010 and 2011 sales predictions, he says they might consider dropping the PS3 and PSP platforms altogether if things don't pick up. Of course, that's an absolute worst-case scenario, considering it would be rather foolish to just ignore the 20+ million PS3s out there in the world and the fact that by that timeframe the console is likely to have received the much requested price drop - it better have.

Still, Kotick's words should not be taken lightly, coming from the world's largest independent game developer, responsible for games like Call of Duty, Guitar Hero, Tony Hawk and multiple Dreamworks and Marvel movie titles.