Microsoft recently reduced the price of the Xbox One to £299.99 in the United Kingdom. This price cut is a sales promotion to increase overall interest in the Xbox.

Microsoft Drops Xbox One Price To £300

This cut is part of a long-running set of revisions to the game console’s price. The Xbox One initially debuted in November 2013 and retailed for £429. Four months after the launch, the device’s price was reduced to £400. Just last year, Microsoft dropped the Kinect as a mandatory extra and subsequently dropped the price to £350.

Microsoft marks down the price of Xbox One

According to Microsoft, it was U.K. retailers that inspired the price change. The company will also advertise the deal on television. A representative for Microsoft explained that the promotion is exclusive to the United Kingdom. It is for fans who want to purchase the new device right ahead of the launch of anticipated games such as The Witcher 3: Wild Hunt and Batman: Arkham Knight. Other notable upcoming games which also happen to be Xbox exclusives include Halo 5: Guardians and Forza Motorsport 6.

The Xbox’s biggest competitor is the Sony PlayStation 4, the current best-selling video game console on the market. Although it appears the video game industry has been strongly outpaced by mobile phone games, Sony still holds a strong market share.

GTA V comes back

In other Xbox-related news, Grand Theft Auto is back, thanks to demand. Over 50 million copies of Grand Theft Auto V have been sold since its 2013 release for PS3 and Xbox 360. The game’s maker, Rockstar Games, just announced plans to republish Grand Theft Auto V. The new version will feature four times the resolution and every sand grain rendered on the desert floor. The game’s draw distance is also increased. Players can also look from the mountaintop and view the skyline from miles away.

The frame rate also doubled, and the combustive expansive of every explosion can be easily observed.