The white PS4 Destiny bundle has been cut to £349.99 at GAME, from its previous price of £389.99. This new price matches the Kinect-less, standard Xbox One Destiny bundle’s price, making the PS4 a more tantalising prospect.

Source: http://www.game.co.uk/en/hardware/playstation-4/destiny

Source: http://www.innergeek.co.uk/game-has-cut-the-price-of-its-white-ps4-destiny-bundle/

I've got a white PS4 Destiny on order and it's just had a pernament price cut from GAME from £379 (or something like that) to £349, so basically I am now getting the game for free.

I wonder if Sony are now starting to ramp up their Xmas offering so they can ensure they dont lose (and extend) their sales, after MS's price cut and bundling games, Sony now deciding to join the battle.

I think it is very likely. With XOne bundling all their games for free, Sony needs to show some love to their customers.
I expect a 2 game package for the base price over the holidays (Killzone, Knack, TLOU:R, Infamous)

In August? No, maybe around start of November. I think this might just be GAME trying to get a bump in sales of it just before release.

The bundle doesnt come out till september, and retail makes only £10-15 per console sale, I dont see GAME doing this off their own back.

Saw ps4 bundle at a bestbuy here. Tlos and infamous. 470 while ps4 alone is 450

They make more on bundles. Besides if that is true then Gamestop UK (the online store) has never made any money on it's consoles as it is selling £20 cheaper all the time.

http://www.gamestop.co.uk/SearchResult/QuickSearch?platform=31&rootGenre=28

I think its likely that £380 was a place holder price until Sony gave them official confirmation. They've now decided on competitve pricing just as the TV ads will start. I think they'll ship a lot of these bundles so they can continue to sell well throughout the holiday

For those of you who aren't bothered about it being white, the bundle of black PS4+Destiny is now £329!!!! at amazon.co.uk. That is an amazing deal!

That is tempting, really tempting. Shame I'd have to pay for PS+ to play it. But dang....

... I've got some thinking to do.

So it is definitely starting to look like Sony is gearing up for the all important Xmas period then, and as many people said are using Destiny as their key product (even though its multi platform).