Microsoft is turning up the pressure in the heated war for the hearts and minds of gamers by dropping the price of its Xbox.
Effective from tomorrow (Friday) the price of its games console will drop from £200 to £169.99.
Sandy Duncan, vice president, Xbox Europe, said that the aim was to push Xbox on the Christmas market.
"The video games industry is more robust than ever this year, and new consoles and games are expected to dominate Christmas wish lists," he said.
The price drop coincides with Microsoft setting up Xbox Live, a new online gaming service which will launch before Christmas.
Already this week there have been announcements from Microsoft rival Sony about its online PlayStation service, and it is expected that further price cuts from competitors are likely in the run-up to Christmas.
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