With Microsoft having recently driven down the cost of its Xbox 360 SKU range, meaning that both the Arcade and Premium bundles are now cheaper than the Wii in the UK, the firm has stated that consumers should not expect further price movement for quite some time.

Speaking to Videogamer, Microsoft UK’s head of gaming and entertainment Stephen McGill stated: “We're a great price now. I'm not dropping the price for many many years in the future I would suspect.”

“I'm not going to speculate where the price of the Xbox 360 might go in five or ten years time, whatever. But we've obviously just reduced the price and that's because we can pass the costs reductions we have straight on to consumers.

“That's the right thing to do, obviously from a business point of view it helps it sell even more. I think a lot of people have been waiting for it to become even more affordable and they're now seeing that benefit and buying it in their droves and we can now hopefully continue it through Christmas and beyond.”