Update: Microsoft has stressed that this discount is not a fixed one, but instead part of a promotion.

In a statement sent to GameSpot, a Microsoft spokesperson said: “We are always looking at ways to offer the best value for our customers. This is a UK-only retail promotion which coincides with our upcoming releases including Forza Horizon 2, Sunset Overdrive and Halo: The Master Chief Collection.”

Original story: A new discount on the Kinect-free version of Xbox One has made the console cheaper than the PlayStation 4 for the first time in the UK.

The company is now selling Xbox One for £330 on the official Microsoft Store, making it some £20 cheaper than the PS4’s official RRP. Both consoles can be found online even cheaper, with some retailers offering discounts on bundles too. (Amazon, for example, is selling the white Xbox One + Sunset Overdrive bundle for £330)

The latest Xbox One price cut continues a protracted period of revision for Microsoft, with the Xbox One initially launching across the UK in November at £425. Just three months later, the price was cut to £399 as PlayStation 4 began to establish a dominant position in the west.

Then in May, Microsoft announced a baseline Xbox One console, with the Kinect peripheral removed, which sold for £349, matching the PlayStation 4 price.

However, despite Microsoft’s propensity for reacting quickly to market trends, the success of the PlayStation 4 has become a phenomenon in its own right. It has become the second-fastest selling console ever in the UK, reaching one million sales after 42 weeks, and has surpassed ten million sales worldwide.

Nevertheless, Microsoft has key console-exclusive games available on Xbox One, including Titanfall, Forza Motorsport 5, and Killer Instinct. Its upcoming exclusives include Ori and the Blind Forest, Sunset Overdrive, and expected next year as a timed exclusive, Rise of the Tomb Raider.