Microsoft has slashed the price of the Xbox One in the United Kingdom to £299 ($439), down from an already reduced price of £329.99.

Back in November 2013, the U.K. price of the console plus Microsoft's Kinect sensor and a copy of FIFA 15 was £429.99, according to Eurogamer. The price was cut to £399.99 a few months later and—as it did in the U.S.—Microsoft eventually offered a Kinect-free Xbox One package that brought the U.K. price down to £349.99.

Microsoft began selling the Xbox One without Kinect last June and within a month, sales of the console had doubled.

Per GameRevolution, Redmond hasn't offered much explanation for the latest price cut, which drops the cost of getting an Xbox One for U.K. gamers down more than £130 in the past 17 months. But Microsoft is continuing to pitch exclusive Xbox One titles and the Xbox Live experience to its British constituents.

"There's only one place to play the best exclusives and biggest blockbusters this year, like Halo 5: Guardians, Rise of the Tomb Raider, and Forza Motorsport 6. Experience the most advanced multiplayer on Xbox Live, powered by hundreds of thousands of servers that maximize performance. Quickly switch between games, live TV, and apps," the software giant says in its latest pitch for the Xbox One.

PC Magazine