The ability to adjust the retail prices of their gaming consoles at random times is one of the most effective ways Sony, Nintendo and Microsoft can improve the sales of their home devices as well as compete against the growing global demands for mobile gaming.

Now, a leak from an eCommerce website has indicated that Sony will be doing exactly that to the PlayStation 4 and a formal announcement could be made later this month.

According to IGN, an announcement on the "Video Games" section on Target's official website currently states that the PlayStation 4 will soon be $50 cheaper in the U.S.

As of the moment, though, none of the bundles on Target are listed at $349. However, the console bundles for "Destiny" and "The Last of Us" come with a $50 Target gift card while the bundle for "Uncharted: The Nathan Drake Collection" does not, and is still priced at $399.

The latest rumor might not be too surprising for avid PS4 supporters as Sony has already announced a PlayStation 4 price cut in Japan last month during the TGS 2015 video game expo.

As a matter of fact, Xbox chief Phil Spencer previously told IGN of their rival's knack for price cuts just in time for the holiday market. He predicted that this year wouldn't be any different for Sony. Spencer even suggested that a formal announcement from Sony could be made during the forthcoming Paris Games Week, which is scheduled to run from Oct. 28 to Nov. 1.

The gaming console wars are only set to be fiercer in the coming months, leading up to the holiday season.

According to Game Rant, executives from Sony are pressured by the Xbox One's October to December lineup of exclusive games. 

Although the PlayStation 4 doesn't lack in that department, the Xbox One's holiday roster tows a larger scope of titles including "Rise of the Tomb Raider," "Forza," "Motorsport 6," "Fable Legends" and "Halo 5: Guardians." Not to mention the release of the 100 Xbox One backwards-compatible games.

Sony is set to rival Microsoft's holiday onslaught with "Call of Duty: Black Ops 3," "Star Wars Battlefront," "Assassin's Creed Syndicate" and "Metal Gear Solid V: The Phantom Pain."

The release of all the aforementioned titles, as well as the impending price cut of the PlayStation 4, has alluded to the current prosperity of the gaming console. That being said, its long-term sustainability is still up in the air.  

PlayStation president Shuhei Yoshida even suggested, in an interview with Euro Gamer, that console gaming is in a constant struggle against obsolescence.