By Seb Joseph

Both technology firms have slashed as much as £50 off their consoles ahead of the holiday season to try and ensure they are under the Christmas trees of millions of gamers across the UK. While price drops are a normal part of a console’s life cycle, they have been used far sooner than in previous generations.

It reflects the heightened stakes Sony and Microsoft feel from the possibilities of being in a position of strength. The PS4 has continuously outsold its rival in 2014, forcing Microsoft to ditch its multimedia entertainment positioning this summer in favour of gamer friendly ads.

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Source: Marketing Week