Microsoft are to start selling its Xbox One video game console in China in September, after 14 years of banning consoles.
In a statement by Xbox, the corporate vice-president at Microsoft Yusuf Mehdi said "launching Xbox One in China is a significant milestone for us and for the industry".
China banned gaming consoles in the year 2000, citing their adverse effect on the mental health of young people.
Microsoft is cutting the price of its Xbox One device by £30 in the UK.
The Xbox One will be sold for £399.99 from February 28 in the UK, a reduction from the £429 retail price the console originally sold for since its release in November 2013.
The price cut comes after the Microsoft console has been consistently outsold by rival Sony's PlayStation 4, which remains considerably cheaper at £349. The reduction will only apply in Britain, the Xbox One's second biggest-market after the US, where the device will still cost $499 (£300).
A teenager hit by an internet scam has finally received an Xbox One after a generous donation from his local electronics store.
Peter Clatworthy, 19, thought he had paid £450 for an Xbox One on eBay for his four-year-old son McKenzie for Christmas.
After hearing about the episode, Nottingham electronics company CeX decided to donate an Xbox One to him in time for Christmas.
Mr Clatworthy paid tribute to the generosity of the store during an interview with the Nottingham Post: “This shows there are some nice, kind people out there and it’s really overwhelming. I can’t thank them enough."
The 19-year-old said his son would be "over the moon" with the gift.
Thousands of gamers flocked to the midnight launch of Microsoft's hotly-anticipated Xbox One in London, as the technology giant hailed the new console "the best".
Singers Plan B and Katy B provided the entertainment, along with performers dressed as zombies from Dead Rising 3 and a Roman legion from Ryse: Son of Rome, while England footballer Andros Townsend battled it out on stage with a competition winner.
With the launch of Sony's PS4 next week, Microsoft has a head start on its rival in the run-up to Christmas.
"We're proud and excited that Xbox One is going to be the biggest launch in Xbox history," Microsoft's Phil Harrison said.
Gaming enthusiasts have flocked to central London for the launch of the hotly-anticipated Xbox One.
With the launch of Sony's PS4 next week, Microsoft has a head start on its rival in the run-up to Christmas for its all-in-one entertainment device.
The Xbox One - which goes on sale at midnight - costs £429.99
London's Leicester Square was transformed into a fantasy world overrun by zombies from and a Roman legion from Xbox games.
The Xbox One games console will launch on November 22, Microsoft has announced
Microsoft's first new gaming console in eight years will initially go on sale 13 countries, Yusuf Mehdi, vice president of marketing, strategy and business for the Xbox, said.
One week after the launch of rival Sony's Playstation 4 US launch, Xbox One will be on the shelves in the UK, US, Australia, Austria, Brazil, Canada, France, Germany, Ireland, Italy, Mexico, Spain and New Zealand.
The PS4 launches on November 29 in Europe.
Engadget's Darren Murph praised the Xbox One's "retro" aesthetics and Blu-ray capability but criticised the console's inability to play games from earlier models.
"Microsoft's next-generation console is quite an ambitious product, promising to unifying absolutely everything you do in the living room," wrote Hunter Skipworth for pocket-lint.com.
Gizmodo's Kyle Wagner was impressed by the voice-activated channel and input switching.
"This will work via a HDMI pass-through, so this won’t replace your set-top box — rather, it reduces the number of controllers you have to use, and the input switching you have to do on your TV," he wrote.
The Xbox One console will be on sale by the end of 2013, Microsoft announced.