For the fourth time since launch, Microsoft has lowered the price of the Xbox One in the UK. Over on the Xbox Store, Microsoft is advertising a new, lower price point of £299.99 for the system, which was previously listed at £329.99.
It's worth noting that Microsoft has labeled this new price as a "retailer promotion" and not an official price cut, although they said the same thing back in September during the last price drop.
"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 5: 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," a Microsoft spokesperson confirmed to Eurogamer.
When the Xbox One launched in November 2013, it was priced at £429.99 and came bundled with the Kinect and a free copy of FIFA 15. Shortly after Christmas and just ahead of Titanfall's release, Microsoft again lowered the price to £399.99. In May 2014, the Xbox One became even cheaper when Microsoft announced the Kinect-free bundle for £349.99. Then, last September, Microsoft cut the Xbox One's price to £329.99 ahead of the release of Halo: The Master Chief Collection, Sunset Overdrive, and Forza Horizon 2.
If the price cuts continue, we're looking at some serious holiday discounts this year.
