Sony is set to slash €50 off the price of PlayStation 4 across Europe, according to retail brochures and point of sale materials.
The new European price will apparently be set at €349 from October 21, following recent drops in both Japan and the US.
While Sony is likely to make some noise at Paris Games Week about a lower price point, the drop is actually rumoured to come a week before the event takes place.
A UK cut could see the system being offered in the £249 range, rather than the typical £279-300 price you see at the moment. Whilst Microsoft regularly manages to sell the Xbox One under the price of PS4, it too may be forced to apply some discounts to its range of offerings - perhaps a holiday discount like it did in 2014.
Source: All Games Beta