Microsoft has cut the price of the Xbox One to £399 just three months after launching the device at £429.
The console will also be made available in a new bundle including a copy of Titanfall, plus a customised controller, for the same price.
The price cut will be effective on 28 February, while gamers can pre-order the new bundle now ahead of Titanfall's release on 11 March.
Sales of the Xbox One since its launch in November 2013 are thought to have been relatively strong, but slower compared to the PS4 which costs just £349.
Harvey Eagle, Marketing Director, Xbox UK said:
"At Xbox, we believe there’s never been a better time to join the new console generation. To help our fans do just that, Xbox One will be available at the new UK estimated retail price (ERP) of £399.99 from February 28th. And while supplies last, fans will also get Titanfall – the most anticipated game of the year – included in the box."