Microsoft slashes Xbox One price to match PS4 to drive sales

Microsoft is looking to counter strong sales of rival Sony’s PS4 by slashing the price of its Xbox One console in the UK.

The machine’s price is to be cut from £429 to £399 and bundled with a copy of first person shooter Titafall at the end of the month (28 February). Microsoft’s console was previously £70 more expensive than the PS4, priced at £349. 

The company has already launched an online campaign to promote the special “Titanfall” bundle offer. It is likely to be the start of a wider campaign as Microsoft looks to combat the aggressive marketing strategy Sony has executed nationwide since the turn of the year.

It is the first major attempt from the American tech maker to juice UK sales after continually being outperformed by Sony since both consoles launched three months ago. Sony announced last week (18 February) that it had already surpassed its first year global sales target of 5 million in less than four months. The Xbox in comparison topped 3 million in January, according to NPD Group data.

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