The UK PS4 price has been cut to £290 just weeks after the Xbox One RRP fell to £299.99.
UK retailers are offering the standalone black and white PS4 consoles for just £289.99, which is the lowest price you’ve been able to get Sony’s latest console in the UK.
Online retailers including Amazon, Argos and Tesco are stocking the PS4 at that ultra low-price of £289.99, down from the previous price of £329.
Although the official RRP is still £349.99 as it was at launch, retailers have been offering standalone consoles and sometimes game bundles for less than that for quite some time.
At the moment, GAME even has a PS4 Minecraft bundle for just £290.
The retailer deals are completely separate from Sony, but that hasn’t stopped the company tweeting out the promotional offers via the official PlayStation UK account — albeit with a £299.99 price.
Related: PS4 vs Xbox One
Sony states the £289.99 promotional price will last until April 28, but Microsoft’s supposed “limited time” offer doesn’t yet have an end date.
Both platform holders may well be slashing the price of their consoles to help boost sales during the notorious game release dry spell.