Nintendo of Europe has confirmed it will be reducing the European trade price of 3DS to retailers by around a third from 12th August 2011.
The news is part of the hardware's global trade price reduction initiative.
Nintendo does not set the price for hardware or software in Europe so "the ultimate price to consumers is, of course, determined by retailers, however we look forward to consumers benefiting from much lower retail prices very soon."
Early adopters will be rewarded in the meantime, with an an exclusive Nintendo 3DS Ambassador Programme for consumers who purchased the Nintendo 3DS at the original launch price.
The programme will enable these Nintendo 3DS owners to download 10 NES games and 10 Game Boy and Game Boy Advance games for free.
To be registered for this programme, the Nintendo 3DS owners simply need to connect to the Nintendo eShop before the 12th of August. Software will be available at a later stage.