Sony's PlayStation 4 will be available for 300 when it launches in the UK, according to newspaper reports this morning.
"Industry sources and leaked internal documents suggest that Sony is considering pricing the new device at about 300, more than 100 cheaper than the starting cost of its predecessor, the PlayStation 3," it claims.
The pricing is consistent with previous rumours.
The PS4's RRP will be one of Sony's trickiest decisions, although we're unlikely to discover the price at the console's unveiling tomorrow night.
After years of losses in the PlayStation division, Sony cannot afford to make a huge loss in each unit as it has done in the past. However, the lower the launch price the higher the sales. And with next-gen consoles facing a big battle to win consumer spend, price will be a delicate balancing act for both Microsoft and Sony.
Remember too that the PS3 struggled in its early days and indeed did not pick up momentum until the machine was redesigned and its price slashed.