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Microsoft has confirmed it will begin testing cheaper prices for digital copies of Xbox One games, starting tomorrow with Ryse: Son of Rome



From Techradar:
The move comes following a clamour from early adopters bemoaning the perceived unfairness of downloadable game prices in relation to disc-based counterparts.Ryse, the third-person action adventure game set in the late days of the Roman Empire, will now cost $39.99 (down from 59.99) in the US, while Brits can get £15 off with the new price of £34.99.
  All Ryse cheaper Xbox One downloads! Microsoft testing reduced digital prices