'Price cut will re-energise Xbox One'

Christopher Dring
'Price cut will re-energise Xbox One'

A £399 Xbox One bundle can help Microsoft turn around its disappointing start to 2014, say High Street experts.

Despite ‘the biggest launch in Xbox history’, Xbox One is being comfortably outsold by PlayStation 4 and since the start of the year Sony has been opening an even bigger gap over its rival.

UK retail buyers told MCV that a £30 price drop – although relatively small – is a crucial move to maximise the potential of Titanfall, which stores expect to be the first real blockbuster of 2014.

“The price drop to £399 was an important move for Microsoft to make and will re-energise sales of Xbox One,” said Tesco games buyer Jonathan Hayes. “Titanfall is a fantastic game and has had a buzz about it since E3 last year.”

GAME marketing director Ailsa McKnight added: “This is great news. £399 for an Xbox One and Titanfall is incredible value. We’re expecting to see huge demand for this ground-breaking console and the long-awaited Titanfall.”

And Shop Direct’s David Firth continued: “It will be interesting to see what, if anything, PlayStation do in response.”

Yet some outlets feel Microsoft should go even further if it hopes to topple Sony.

Xbite CEO Steve Thomas said: “The next step is to take out Kinect and reduce the price further as it is unnecessary for a lot of consumers. If the price was reduced accordingly I can then see it outselling the PS4.”

The Xbox One price cut takes effect from today, while the Titanfall bundle will be available from March 14th.

“I think we will look  back at this in future years as the moment when Xbox One really came into its own,” added Xbox marketing boss Harvey Eagle.

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Tags: Retail , price , uk , cut , Xbox One , micrsoft

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