Microsoft is permanently reducing the Xbox One price to £399.99 in the UK, and simultanously announcing a new bundle that includes Titanfall as a free game.
The Xbox One price cut comes into effect this coming Friday, the 28th February, although some retailers seem to have, ahem, jumped ahead: the previously reported news that Simply Games were offering an Xbox One discount "for today only" now should have read "for today only this week, apart from Friday".
"It's about giving gamers in the UK the best possible value that we can," Xbox's UK excellently-named Marketing Director Harvey Eagle told us in an interview this morning. "We feel the time is right now to do this because Titanfall is coming out. It's the game that most gamers are looking forward to playing, and we think that this is a great time to offer this new price point moving forwards, and include the game while stocks last."
"Titanfall is a game that has won more than 80 awards so far, it's incredibly hotly anticipated, and I believe it's a game that people will buy an Xbox One in order to play. But moving forwards if you think about what I think are the three hottest games of the year to come, Titanfall, Watch Dogs and Destiny, the only place you're going to be able to play all three of those games is on Xbox One."
He was bullish on the performance of the console so far, and what lies ahead in 2014. "I'm feeling good about where we are," he said. "I think the announcements we're making today are very exciting, I think there's lots more to come. I'm excited about what's round the corner; obviously we've got Titanfall on the immediate horizon, we've got games like Project Spark coming out, we've got Sunset Overdrive coming later in the year, Destiny and Watch Dogs I already mentioned. I think there's a ton of stuff coming and a great reason for people to be excited about the future."
We should expect more information in June, as per Microsoft's usual playbook. "We obviously make a load of announcements at E3 which we're really excited about," said Eagle. "You'll get a far greater sense of the games lineup for the Christmas period at E3."
You can find a bit more about the Titanfall Xbox One bundle over here.