Just days after the European launch of PlayStation 3, UK retailer Aria.co.uk has slashed the price of the console to under GBP 400 - more than GBP 25 below the recommended retail price.
The 60GB PS3 launched in Europe last Friday with an official RRP of GBP 425 / EUR 599. However, it's now available on Aria's website for GBP 340.38 excluding VAT, or GBP 399.95 inclusive.
Based in Manchester, Aria.co.uk specialises in selling PC components and peripherals. The company sells to distributors and other retailers as well as individuals.
Speaking to GamesIndustry.biz founder and managing director Aria Taheri explained, "We're running a promotion to create market awareness. This offer will only run for a limited period, and we have a limited quantity of machines available at this price."
According to Taheri, "Rather than put money into marketing, we like to keep prices low - so the money is passed on and our customers are happy."
When asked how PlayStation 3 sales have been so far Taheri replied, "We mainly sell computer components and we have around 2500 products, so I couldn't tell you - we have a lot to keep track of."
He went on to confirm that the price cut is part of Aria's attempt to secure a foothold in the gaming market and not a move to shift excess PS3 stock, adding, "We have regular stock coming in."
Taheri also revealed that a deadline for the promotion has not yet been locked down, stating, "We may end the promotion next week, or it could be two weeks or in a month's time. It all just depends on how things go."