The Big E revealed they have increased production on Wii and DS games due to excitement over the consoles at E3. Then, they made a comment about Wii launch pricing.
EA announced "...we have ramped up [game] production for the Wii and DS Lite' following significant excitement over the Nintendo-created consoles at E3." The spokesperson also went on to say that Wii games won't cost more than US$49.99 at launch. Well, we would hope not. After all, the lower price of the Wii has been one of it's strongest selling points. If games were to cost the same as Hi-def games on the 360/PS3 then that advantage could be eliminated altogether as quickly as you can say "new-gen".
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