Microsoft has announced an Xbox One price cut of 10 percent that is available through online coupons from Toys R Us and Xia Xia Shell, according to the States Chronicle, inching its way closer to the Playstation 4 retail price of $399. 

The deal is only available for gamers in the United Kingdom and is not currently available in the United States - the coupons must be redeemed by August, the States Chronicle also reports. 

Microsoft's announcement signals continued efforts made by the company to market its next-generation console to gamers who are on the fence about which product to buy. 

But prices aren't the only thing many Xbox One fans are excited about. 

November 27 has been the primary rumored release date for the Xbox One after Amazon listed the next-generation console for that particular date, but gamers looking to purchase it might be in for delays caused by possible DRM policy reversals.

Marc Whitten, Xbox One chief product officer, says Microsoft will do what it takes to bring back old features of the next-generation console that were reversed last month because of controversy over game sharing policies.

One of the main features Whitten focused on is Family Sharing, the ability for owners to share their digital games with up to 10 friends.

The executive said that Microsoft needs to do "more work to talk about what we're doing," adding that the company is now doing a better job of listening to the feedback of the gaming community, according to BGR.

Microsoft has yet to announce an official release date for the next-generation console, but November 27 remains the likely date, rumors suggest.