Microsoft has reduced the UK retail price of Xbox One to £299.99, the corporation has confirmed, as part of a new sales promotion.
The discount is the latest development in a long-running series of revisions to the Xbox One's retail price, as part of a wider bid to remain competitive with the industry's current best-selling home console, the PlayStation 4.
The latest revision pulls the Xbox One price below the £300 mark for the first time. Microsoft has told MCV that it was UK retailers that have spurred the changes, though the corporation is advertising the deal on TV.
It is not clear whether retailers will revert the Xbox One price back to £330.
A Microsoft spokesperson said: “This is a UK-only retail promotion and offers great value for fans looking to buy an Xbox One ahead of the launch of 2015’s highly-anticipated games like The Witcher 3: Wild Hunt, Metal Gear Solid V: The Phantom Pain and Batman: Arkham Knight, along with Xbox exclusives such as Rise of the Tomb Raider, Forza Motorsport 6 and Halo 5: Guardians.”