Target Corp. this week began offering $40 off the 1-Year Playstation Plus Membership with the purchase of Sony Corp.’s Playstation 4 hardware in a new retail initiative.

This week, customers who purchase the PS4 500GB SKU will receive $40 off the 1-Year Playstation Plus Membership.

The Playstation Plus membership offers discounted games, cloud saves, automatic game updates, early access to beta programs, and the Instant Game Collection.

Sony said it sold 3.5 million Playstation 4 and Playstation 3 hardware units combined in the Q1 2014.

The Games and Network Services division held a profit of $41.8 million in the quarter.

The PS4 has sold 10 million units at global retail.

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