http://www.pcgamer.com/resident-evil-7-gets-a-permanent-40-price-cut-and-a-20-sale-to-boot/

Resident Evil 7 was a brilliant survival-horror game that, arguably, saved the series. It sold well, but not as well as Capcom hoped, reaching its 4 million sales target seven months later than expected. The developer has set an overall sales target of a whopping 10 million. Perhaps the fact that it's sliced the base price of the game in half for US buyers, and by just shy of 40% for UK audiences, might help.

The price cut, to £24.99/$29.99, happened without fanfare earlier this month alongside the release of the Gold Edition of the game, which contains all downloadable content for the game, including the Not a Hero and End of Zoe DLC.