UPDATE: Argos is offering the same 289.99 deal as GAME.
Sony has seemingly reacted to the recent Xbox One price cut by reducing the PS4's UK price yet further.
As spotted by GameSpot, a number of retailers are currently offering the machine for under 290. Tesco, Amazon and Argos are all offering vanilla PS4 consoles for 289.99, while GAME and Argos throws in a copy of Minecraft for the same price.
Sony itself has even promoted a new price of 299.99, which it says will run until April 28th.
Until recently PS4 had been selling full price for around 330, which is already 20 short of its official 350 RRP.
Last week the price of the Xbox One was cutto 299.99in what was described as a retail-led promotion.
MCV last week revealed that both machines can readily be found for far below their RRP across UK retail as the pair's average UK selling price continues to fall.