With Wii sales down in 2010, EA CEO John Riccitiello feels a price cut would give the console a significant boost.
"I would say they 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."
Riccitiello also expanded on the theme of third party content struggling on Wii, something acknowledged by Nintendo CEO Satoru Iwata earlier this year.
"I think it's a frustration for all third-party publishers, when a platform holder does less to promote third-party content... First-party hardware, first-party content is what makes them great, but it's actually pretty tough.
"I can come up with a dozen titles in the last decade, but it's really tough to come up with a dozen great titles that have been platform defining for them that weren't their own. I don't care whether it's Mario or Twilight Princess or GoldenEye; it was their own content.
"I'm going back to N64, and I can go back to SNES if you want, but they've never really been a heavy third-party supporting system. It's not lack of trying; they start the morning thinking what's best for their own intellectual property."