Hot on the heels of Microsoft's official Xbox One price drop, one retailer has cut the price of PS4 to well below 299.
GameStop is currently advertising a bundle including a 500GB PS4 console and The Elder Scrolls Online for just 279.97. That's more or less the same as the price it was offering on its PS4 Witcher 3 bundle last month.
Both consoles have been subject to what has been a fairly brutal price war for quite some time now. GameStop's international president and EVP Mike Mauler told MCV last week that the current UK next-gen price war is currently the most aggressive in the world.
Sony's UK MD Fergal Gara told MCV last month that any price war in any sector in any market can be dangerous”, adding: If there is a race to zero, who wins from that?”