The Oculus Rift is seeing a price drop of 35%, it is an offer that runs just this summer.
Following stiff competition from HTC's rival Vive platform and Sony's low-priced PlayStation VR, Oculus has been on a major PR offensive. That's in contrast to the SteamVR-powered HTC Vive, which is still sold for a profit at its post-Brexit price of £760.
Jason Rubin, Oculus vice president for content, denied that the price cut was a sign of weak sales, Reuters reported.
So is this a bargain of a lifetime, with prices of the VR unit set to rocket straight back up again in a few weeks' time once Oculus's generosity has expired?
Their VR models are not only for games but also interactive films and other immersive experiences. Today's announcement includes a tease for the fall's Oculus Connect 4 conference, which would be the odds-on favorite venue for a Rift 2 debut.
"We've said for a long time that we think VR is going to take a while to get to the mass market". HTC jumped in and is competing successfully with Oculus with the Vive VR headset. Sales of headsets powered by smartphones have far outsold heavier-duty devices like the Rift. Considering the controllers themselves are usually £99 for the pair, that's an wonderful bargain on one of the best VR headsets around.