UPDATE: Argos is offering the same £289.99 deal as GAME.

Sony has seemingly reacted to the recent Xbox One price cut by reducing the PS4’s UK price yet further.

As spotted by GameSpot, a number of retailers are currently offering the machine for under £290. Tesco, Amazon and Argos are all offering vanilla PS4 consoles for £289.99, while GAME and Argos throws in a copy of Minecraft for the same price.

Sony itself has even promoted a new price of £299.99, which it says will run until April 28^th.

Until recently PS4 had been selling full price for around £330, which is already £20 short of its official £350 RRP.

Last week the price of the Xbox One was cut to £299.99 in what was described as a retail-led promotion.

MCV last week revealed that both machines can readily be found for far below their RRP across UK retail as the pair’s average UK selling price continues to fall.

http://www.mcvuk.com/news/read/retailers-cut-ps4-to-290-as-console-price-wars-continue/0148457

I agree. I'm currently paying more for second hand PS4 games than I was for new PS3 games.