Nintendo of Europe will be reducing the European trade price of the Nintendo 3DS to retailers by around a third from August 12, 2011, as part of a global trade price reduction initiative.

"The ultimate price to consumers is, of course, determined by retailers, however we look forward to consumers benefiting from much lower retail prices very soon," reads a statement from Nintendo.

The 3DS currently retails for around £219, so a price reduction of around a 33 per cent would put the hardware in the £150 price bracket. Of course, retailers have already been offering the 3DS for well below the £219 mark so we could see stores cutting under £150 once the price reduction is made.

Nintendo of Europe also announced plans to offer an exclusive Nintendo 3DS Ambassador Programme to consumers who have purchased the Nintendo 3DS at the original launch price. The programme will enable these Nintendo 3DS owners to download 10 NES games and 10 Game Boy and Game Boy Advance games for free.

To register for the Ambassador Programme, early Nintendo 3DS adopters simply need to connect to the Nintendo eShop before August 12. The free software will then be made available at a later stage. More details on the programme will be announced on the Nintendo of Europe website shortly.