White PS4 Now £299 at GameStopUK

Plus, separate bundle offers a PS4, GTA5, Destiny, The Last of Us Remastered and Annual PS Plus for just £400.

The UK arm of games retail giant GameStop is selling a white PlayStation 4 for £300, the lowest price yet for the in-demand console.

Available while stocks last, GameStopUK said the console comes with everything one would expect with the original £350 model, such as a wired headset, HDMI and USB cables, and a 14 day trial to PlayStation Plus.

GameStop's latest discount comes amid a price war between UK retailers who continue to lower the cost of PS4 and Xbox Ones. By the summer, both systems were sold for £350, but aggressive discounting is pushing both prices down.

Rival retailer GAME is offering a similarly eye-catching deal: A PS4, The Last of Us Remastered, Destiny, GTA 5 and 12 months of PlayStation Plus for £400. You can find out more about it here.