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Xbox One price cut doesn't mean the system is struggling, Microsoft says

"For us, this is about giving UK gamers the best value that we can," marketing executive Harvey Eagle says.


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Microsoft's announcement today of a £30/$50 price cut for the Xbox One in the United Kingdom is not an indication that the newly launched system is struggling in the region or abroad, marketing executive Harvey Eagle has said.

"No, I don't think so," Eagle told Metro. "For us, this is about giving UK gamers the best value that we can." The new £399 bundle includes a system, copy of Titanfall, and Kinect. The same bundle will be offered in North America for $500, though the price cut is only good for the UK.

The Xbox One's official UK price cut is one of the fastest in modern console history, coming just 94 days into the system's lifecycle. Microsoft maintains that the Xbox One's launch has been a success, with over 3 million consoles sold in 2013 alone.

But if the Xbox One is selling so well (as fast as they can be made, Microsoft says), why is Microsoft implementing a price cut so soon?

"We're doing this because it will generate sales, absolutely," Eagle told GameSpot. "I think it's a great deal for people in the UK to get a next-gen machine for £399 including Kinect, including Titanfall, in the box. Yeah, it's a great deal and hopefully lots of people will take up the offer."

Sony said at the end of January that it was selling 1.5 PlayStation 4s for every Xbox One sold in the UK. The PS4 has officially shifted 5.3 million consoles worldwide as of February 8.

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