Sony has revealed its hotly anticipated PlayStation 4 will cost £349, giving rivals Microsoft "a bloody nose" in the battle over their latest gaming consoles.
Sony chief executive Andrew House gave the audience the first glimpse of the PS4 at the E3 electronic entertainment trade show in Los Angeles, hailing it as a console of "unparalleled power".
The crowd cheered news that the players will not be required to sign in online to play and Sony will not be imposing any new restrictions on how owners trade their PS4 game discs.
PS4: Hardware In Pictures
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Open Image ModalA controller for the new PlayStation 4 is on display at the Sony PlayStation E3 media briefing in Los Angeles, Monday, June 10, 2013. Sony is giving gamers their first look at the PlayStation 4 and it's a rectangular black box, just like all the previous PlayStations. (AP Photo/Jae C. Hong) (credit:AP)
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Open Image ModalSony CEO Andrew House unveils the new PlayStation 4 at the Sony E3 2013 press conference in Los Angeles, California June 10, 2013. House said that the new PlayStation 4 will cost USD $399 and it will be available in time for the 2013 holiday season. AFP PHOTO / ROBYN BECK (Photo credit should read ROBYN BECK/AFP/Getty Images) (credit:Getty Images)
Leading Video Game Companies Hold News Conferences To Open E3(15 of24)
Open Image ModalLOS ANGELES, CA - JUNE 10: Andrew House, President and Group CEO Sony Computer Entertainment Inc., holds up a Playstation 4 at the Sony Playstation E3 2013 press conference June 10, 2013 in Los Angeles, California. Thousands are expected to attend the annual three-day convention to see the latest games and announcements from the gaming industry.(Photo by Eric Thayer/Getty Images) (credit:Getty Images)
Andrew House(16 of24)
Open Image ModalSony Computer Entertainment president and CEO Andrew House introduces the new PlayStation 4 at the Sony PlayStation E3 media briefing in Los Angeles, Monday, June 10, 2013. Sony is giving gamers their first look at the PlayStation 4 and it's a rectangular black box, just like all the previous PlayStations. (AP Photo/Jae C. Hong) (credit:AP)
Andrew House(17 of24)
Open Image ModalSony Computer Entertainment president and CEO Andrew House introduces the new PlayStation 4 at the Sony PlayStation E3 media briefing in Los Angeles, Monday, June 10, 2013. Sony is giving gamers their first look at the PlayStation 4 and it's a rectangular black box, just like all the previous PlayStations. (AP Photo/Jae C. Hong) (credit:AP)
Andrew House(18 of24)
Open Image ModalSony Computer Entertainment president and CEO Andrew House introduces the new PlayStation 4 at the Sony PlayStation E3 media briefing in Los Angeles, Monday, June 10, 2013. Sony is giving gamers their first look at the PlayStation 4 and it's a rectangular black box, just like all the previous PlayStations. (AP Photo/Jae C. Hong) (credit:AP)
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Open Image ModalA gamer holds a controller for the new PlayStation 4 is on display at the Sony PlayStation E3 media briefing in Los Angeles, Monday, June 10, 2013. Sony is giving gamers their first look at the PlayStation 4 and it's a rectangular black box, just like all the previous PlayStations. (AP Photo/Jae C. Hong) (credit:AP)
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Open Image ModalA gamer plays a video game on the PlayStation 4 at the Sony PlayStation E3 media briefing in Los Angeles, Monday, June 10, 2013. Sony is giving gamers their first look at the PlayStation 4 and it's a rectangular black box, just like all the previous PlayStations. (AP Photo/Jae C. Hong) (credit:AP)
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Open Image ModalAttendees watch gamers play video games on the PlayStation 4 at the Sony PlayStation E3 media briefing in Los Angeles, Monday, June 10, 2013. Sony is giving gamers their first look at the PlayStation 4 and it's a rectangular black box, just like all the previous PlayStations. (AP Photo/Jae C. Hong) (credit:AP)
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Open Image ModalA gamer plays a video game at the Sony PlayStation E3 media briefing in Los Angeles, Monday, June 10, 2013. Sony is giving gamers their first look at the PlayStation 4 and it's a rectangular black box, just like all the previous PlayStations. (AP Photo/Jae C. Hong) (credit:AP)
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Open Image ModalIMAGE DISTRIBUTED FOR SCEA - Adam Boyes, Vice President of Developer and Publisher Relations of Sony Computer Entertainment America, said a stellar lineup of games from independent developers and key publishing partners will launch on PlayStation 4 at the PlayStation E3 Press Conference on Monday June 10, 2013 in Los Angeles. (Photo by Jordan Strauss/Invision for SCEA/AP Images) (credit:AP)
Michael Lynton(24 of24)
Open Image ModalIMAGE DISTRIBUTED FOR SCEA - Michael Lynton, CEO of Sony Entertainment and CEO and Chairman of Sony Pictures Entertainment, announced that Sony Pictures will deliver new original programming and unique access to entertainment content on PlayStation 4 at the PlayStation E3 Press Conference on Monday June 10, 2013 in Los Angeles. (Photo by Jordan Strauss/Invision for SCEA/AP Images) (credit:AP)
Gaming experts said the low price along with news that gamers will not be stopped from buying cheaper pre-owned games has pushed the PS4 ahead of its rivals.
Alex Simmons, UK editor of entertainment website IGN said: "In the battle between the consoles at E3 it looked fairly even until Sony gave Microsoft a bloody nose with its £349 price point for PlayStation 4 and heavily pushing its relationship with gamers - by clearly reinforcing it would allow the sale of pre-owned games and not require a permanent online connection like its rival.
"The PlayStation 4 has a sleek modern look and the company revealed wave after wave of exclusive titles from both major publishers and smaller developers alike.
"With both consoles offering similar technical specs - the £80 price difference and ability to buy cheaper pre-owned games might push die-hard Xbox fans to try PlayStation for the first time. It's going to be an exciting Christmas for consumers as these two exciting new machines do battle for the hearts and minds of UK gamers."
The specialist features will also include giving independent gamers the ability to broadcast a live stream of their play, as well as being able to access films, TV shows and music.
Sony will also be developing Cloud technology, allowing owners to play their old games from previous PlayStation models via the internet.
Among the first wave of games to be released alongside the console will be Killzone: Shadow Fall, Drive Club and Knack, with at least a further 80 due to be launched in its first year.
Oxford graduate Mr House, from Wales, told the conference that "delivering breakthrough gaming experience" is at the core of the PS4.
"We'll continue to prove to you that we have the games, entertainment, value and innovation to give you the very best place to play," he said.
Sony first gave a sneak preview of the PS4 earlier in the year.
It is the first major game machine the Japanese firm has built since the PlayStation 3 went on sale in 2006.
The conference comes ahead of Apple's showcase of its newest operating system - as competition between the three technology giants heats up.