Microsoft has dropped the price of the Xbox One from £429 to £399.99. Not only that, it's chucking in a free copy of the game Titanfall while stocks last.
The PS4's lower price has helped it to a healthy lead in the sales stakes. I'm sure that has something to do with the price cut.
"At Xbox, we believe there's never been a better time to join the new console generation," Harvey Eagle, Xbox UK's marketing director, said in a statement. "To help our fans do just that, Xbox One will be available at the new UK estimated retail price (ERP) of £399.99 from 28 February. And while supplies last, fans will also get Titanfall -- the most anticipated game of the year -- included in the box."
The Titanfall bundle comes in special edition packaging. You'll get a digital copy of the game, rather than a boxed one.
You can pre-order the Titanfall bundle now from any of the retailers listed here. If you want the standard console without Titanfall, you'll have to wait until 28 February.
Titanfall is so eagerly anticipated, Microsoft even tweaked the Xbox One's controller to appease the game's designers. Now that's clout.
The game will go on sale on 14 March for Xbox One, and for PCs as well.
The PS4 is winning the console war so far, but it's early days. Sony's console has been selling so well it's still out of stock at most retailers, and will remain so until April, Sony predicts.
Do you welcome the price cut? Or is £400 still too expensive for an Xbox One? Let me know in the comments, or on our Facebook page.