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Retail

UK Price cut confirmed for Xbox One

UK Price cut confirmed for Xbox One

Mon 24 Feb 2014 2:00pm GMT / 9:00am EST / 6:00am PST
RetailHardware

Retail at 399 from February 28 - with Titanfall bundle confirmed

Microsoft is dropping the estimated retail price of the Xbox One in the UK after just three months on shelves, and has confirmed a new, global Titanfall bundle in the same announcement.

The console will sell for 399 in the UK from February 28, a 30 reduction from its current price of 429. Prices in other regions will remain unaffected. A limited-edition Titanfall bundle has also been confirmed for global retail, which will include a digital version of Respawn's mech-based shooter and a month of Xbox LIVE Gold membership for exactly the same price.

"The price adjustment is UK only," said Microsoft's UK marketing manager Harvey Eagle. "The inclusion of Titanfall is a global promotion, so you will see Titanfall included in regions outside the UK.

Whilst the One has not sold as quickly as rival platform PS4 in the UK, it has been selling at more than twice the rate the Xbox 360, which UK marketing manager Harvey Eagle says has ensured that the machine is already "commercially successful".

"At Xbox, we believe there's never been a better time to join the new console generation," said Eagle via a press release. "To help our fans do just that, Xbox One will be available at the new UK estimated retail price 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."

"The price adjustment is UK only. The inclusion of Titanfall is a global promotion, so you will see Titanfall included in regions outside the UK"

Those supplies are digital, rather than physical copies, but talking to Eagle about the deal, GamesIndustry International was told that there is a cap on the numbers available, although Eagle wouldn't be drawn on exact figures.

"It's a hard number, a while stocks last offer," Eagle confirmed. "I'm not able to share the specifics of volume with you, but I will say that you should think it terms of the order of magnitude of the Day One consoles, where they came with a copy of FIFA or in some cases, Forza included. It's of that order of magnitude. Start pre-ordering today, it's important to do that in order to ensure you get hold of one, because we see this being extremely popular.

"I'm not going to comment on the specifics of the individual lines of business, as it were, or on console costs, but the way we look at it is very much as an ecosystem. It's about selling as many consoles as we can to create that install base, then where possible, trying to attach games, accessories, LIVE subscriptions and transactions to those customers. That's a business model that's worked well for us with the Xbox 360 and will hopefully continue with the Xbox One.

"The UK is obviously an important territory for anyone in the console business - it's the second biggest market in the world, so I don't think we're any different to anyone else in terms of placing high value on the UK as a territory. This is about it being the right time to offer the best value we can - to adjust the price point and get it down to 399 in support of Titanfall, which as you know is one of the hottest games on any platform. We've seen two million people play the beta and the feedback we've had has been incredible really."

The deal is the second collaboration between Microsoft and EA, which began with a FIFA 14 bundle for day one pre-orders at launch. Eagle indicated that the partnership will bear more fruit still.

"We announced an Xbox partnership with EA back in May," he clarified. "As part of that partnership we're working very closely together - FIFA was one offer we were able to make and Titanfall is the next in that line that we're able to offer as part of it."

UK retailers were finding out about the price drop today, and Harvey intimated that shops could be reimbursed for existing inventory bought the previous price. Consumers, however, will not, with Microsoft telling press that there would be no deal to compensate early adopters with discounts or free games - a tactic which Nintendo adopted after dropping the price of the 3DS soon after launch.

"Unfortunately we can't offer a retroactive refund," said Eagle. "We thank them very much. We think we've offered great value to those customers who've been playing on and enjoying their consoles since Christmas."

12 Comments

Bruce Everiss Marketing Consultant

1,692 594 0.4
Popular Comment
There is only one reason for this.
To prop up sales.

Posted:8 months ago

#1

Nick Parker Consultant

290 161 0.6
Yup; losing UK at launch hurt. USA and UK are cornerstones to Xbox global success.

Posted:8 months ago

#2

Rodney Smith Developer

81 40 0.5
take that early adopter suckers

Posted:8 months ago

#3

Antony Carter Senior Programmer, Epic Games

85 47 0.6
So what happens after titanfall, does it go back to being 399 without a game, or will other choices of games be offered?

Posted:8 months ago

#4

Nick Wofford Hobbyist

180 190 1.1
Antony, I think it'll go back to 399. This will be to spur sales in the short term, but also improve the long term as well. Marketing tactics definitely support the idea of 399 over 400 in consumers' minds.

Edited 1 times. Last edit by Nick Wofford on 26th February 2014 1:38am

Posted:8 months ago

#5

Paul Jace Merchandiser

942 1,428 1.5
The Titanfall bundle is nice but it would have been alot better if the system was adorned with Titanfall mechs, camo, logos or anything. Just seems like they wasted the perfect oppurtunity for the first Xbox One limited/special edition console(not counting the Day 1 version). As for the price cut, it will give them a sales boost but the real question is rather it will help them outsell the PS4 for the month of March.

Posted:8 months ago

#6

John Bye Senior Game Designer, Future Games of London

481 453 0.9

Posted:8 months ago

#7

Craig Page Programmer

384 220 0.6
Either that's still a terrible price, or you guys pay over 30% sales tax included in the price.

Google says 399 British Pound Sterling equals 665.61 US Dollars. Which is way more than $499 before sales tax over here...

Posted:8 months ago

#8

Sam Maxted Journalist / Community / Support

155 65 0.4
It's a 20% sales tax, included in the price.

Posted:8 months ago

#9
unfortunately, a straw poll in our studio for artists who really want one ,say its still 60-90 too expensive still

Posted:8 months ago

#10

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