Microsoft is set to include Titanfall for free with a new Xbox One console bundle globally, it's announced, and it will also cut the system's price by £30 in the UK beginning this Friday, February 28.
Having launched on November 22, 2013 priced at £430, the new Xbox One UK estimated retail price will be £399.99.
The new Xbox One bundle including Titanfall at no extra cost is available for pre-order from today at the same price of £399.99 in UK, $599.99 in Australia and $499.99 in US ("at select US retailers") while supplies last.
The limited edition bundle, which will be released globally, features special edition Titanfall packaging and includes an Xbox One console, Kinect sensor, standard wireless controller and chat headset, one month Xbox Live Gold membership and a digital copy of Respawn's highly-anticipated shooter.
PlayStation UK boss Fergal Gara said in late January that the relatively cheap PS4 (£349) had outsold Xbox One by a ratio of 1.5:1 domestically since the platforms launched last November. And in the North American market, Sony said it sold roughly twice as many next-gen consoles as Microsoft in January.
But to coincide with today's announcement, Xbox UK marketing director Harvey Eagle told CVG in a phone interview that the price cut was "not driven necessarily by our sales performance".
He claimed: "Xbox One has been the most successful Xbox launch we've ever done. I think we've seen both consoles be very successful in the UK commercially. I think that's great for the industry.
"But this is an announcement that's linked to giving the best possible value we can to our fans. The reason we're doing this now is because Titanfall is coming and it seems like the right moment in time to offer an improved price point with the inclusion of the hottest game."