A report claims that Sony's new console will be priced at £300, a dramatically lower price than that at which its predecessor launched.
The PlayStation 4 is expected to be revealed on Wednesday, and Sony has done its best to keep details of its next generation console hidden.
The Times claims to have broken through the wall of secrecy, citing internal sources and leaked documents saying the new tech will have a relatively low price in an effort to attract customers.
The PlayStation 3 launched at £425 in the UK, which may have given Microsoft an edge as customers opted for the more affordable console.
The US price for the console will probably be lower; while the UK price amounts to $464, hardware is usually cheaper in America.
The report also claims the PS4 will support new ultra-high definition 4k televisions.
Even if this figure is correct, The Times says Sony won't announce a price or a launch date at the February 20th unveiling, instead opting to wait for Microsoft to reveal its console before making any final decisions.