United Kingdom retailer Maplin has cut the price of the Xbox One to £349.99–the same price as Sony’s PlayStation 4. This is the first instance of price parity between the competing consoles anywhere. Of course, this is not an official price cut from Microsoft, but rather an effort from Maplin to boost sales.

The Xbox One normally sells for £399.99 in the UK (following its recent price cut). It is not clear how long this pricing promotion is going to last or how many units are in stock at the new price. In addition, the £349.99 price is for the standard console only, not the Titanfall or FIFA 14 bundles, which include copies of the games.

Sony claimed last month that it was selling 1.5 PS4 systems for every Xbox One in the UK. On a global level, the PS4 has sold 6 million systems as of March 8, while Microsoft sold 3 million Xbox One systems in 2013 and has not provided a new sales update so far this year.