When the console was released, the Xbox One sported a UK price tag of £429. That then dropped to £400, then £350 without kinect, and finally settled on £330. Today however, the UK price point has again been lowered, this time to £299.

Speaking with MCV, Microsoft has claimed the price cut is retailer led, meaning it is not the choice of Microsoft itself.

In a comment on the change, a company spokesman stated, “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.”

So far there has been no details given as to the length of the ‘promotion.’ This all comes as the PS4 price point remains unchanged from its launch at £349.

What do you think of the new price? If you are in the UK, will you now be picking up an Xbox One? Let us know in the comments.

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