Officially, Nintendo does not set hardware pricing in Europe - but the new £259.99 price mark for the console is seen by Nintendo as "appropriate for its own store" and is likely a price other retailers will now follow.
"Nintendo of Europe is changing the European trade price of the Nintendo Switch console to retailers," a company spokesperson told Eurogamer this morning. "More than four and a half years after its first release, Nintendo Switch continues to have strong sales momentum in Europe. After carefully weighing up a variety of factors, including currency exchange rates in Europe and the upcoming launch of Nintendo Switch - OLED Model, we decided that now was the appropriate time to change the European trade price of Nintendo Switch.
"The trade prices of Nintendo Switch Lite and the upcoming Nintendo Switch - OLED Model are not affected.
"The final price to consumers is determined by retailers. As a guide, we recommend that consumers check with local retailers to find out their prices. In My Nintendo Store, which is Nintendo's own retail channel, the price of each Nintendo Switch family console is now:
- Nintendo Switch Lite: £199.99
- Nintendo Switch: £259.99
- Nintendo Switch - OLED Model: £309.99
Nintendo's basic Switch model is now cheaper in the UK and mainland Europe by around £20.
That makes it £259.99/€299.99, down from £279.99/€329.99. For comparison, the upcoming Switch OLED is set to launch at £309.99, while the Switch Lite is £199.99.