Sony has cut North American pricing on the PlayStation 4, following an earlier cut in Japan.
Prices have dropped in the US and Canada from USD400 and CAD450 to USD350 and CAD430, respectively, as of October 9th.
In addition to a number of bundles with major new titles, the cuts prepare Sony for the impending holiday season.
"With highly anticipated games like Call of Duty: Black Ops III and Star Wars Battlefront launching soon and blockbuster exclusives like Uncharted 4: A Thief's End on the horizon, there has never been a better time to join the PS4 community," enthused SCEA CEO Shawn Layden.
The drop also brings the console to price parity with the Kinectless Xbox One.
No price changes have been announced for the UK, Europe, or Oceania, but with the holidays just around the corner, it seems likely Sony will arm itself for the competitive shopping season.