GAMESCOM: As MCV revealed last month, Sony has dropped the PlayStation 3 to £199.99.
UK retail is expected to go even lower than that, with a price of £179.99 expected to be the norm. Although some outlets could be even more aggressive.
Sony made the announcement during its Gamescom press conference in Cologne. Last time Sony cut the price of PS3 it launched a slimeline version, which saw a significant uplift in sales.
The console's new price isn't exactly impulse, but it is likely to have a significant impact on the platform's performance over Christmas. SCE UK is planning a big marketing campaign for PS3, Move and Uncharted 3 to ensure the machine sells significant quantities of units during the Q4 selling period.