Retail chain Toys R Us will deliver an Xbox One for 383 if customers take advantage of a new coupon offer, representing a saving of 45.

And Sony's PS4 UK price is cut to 311 (a saving of nearly 40) if the same trick is applied.

Games deals blog Savvy Gamer has discovered that customers can receive a 10 per cent discount on their next purchase if they buy certain items.
One of the cheapest qualifying items is a plastic Xia Xia Shell, worth 1.

Following the purchase of this, the 10 per cent discount can be applied to either the Xbox One or PS4. Toys R Us is retailing Microsoft's next-gen system at 420, which is already about 10 below the UK RRP, while it is selling the PS4 for the 339, also 10 less than the announced RRP.

The additional discount deal brings the Xbox One price down to 384 delivered (plus 1 for the Xia Xia Shell), and the PS4 price to 312.

Terms and conditions on the ten per cent discount, which are available here, do not state that an Xbox One or PS4 is exempt from the offer.

However, it is not clear if Toys R Us is willing to keep the loophole open.

Customers have until July 31 to buy an item that activates the coupon, and the 10 per cent discount can only be redeemed in August.

Microsoft has confirmed an Xbox One release date of November 2013. It will go head-to-head with Sony's console, with the PS4 release date currently set as "holiday 2013".

Sony showed off the PS4 hardware for the first time during its E3 conference in June, when it confirmed a PS4 price of 349 / 399 / $399, undercutting the Xbox One price by $100.