Microsoft has cut the price of Xbox One to £329.99 in the UK. The console previously retailed for £349.99.
The reduction marks the third price cut in 10 months for the console, having originally launched for £429.99 in November 2013. It also makes it cheaper than PS4, which still officially retails for £349.99.
The £329.99 SKU does not include a Kinect sensor or any additional games.
The price was first revealed at the end of a new advert for Forza Horizon 2, with prices updated on the Microsoft Store and other retailers.