i have to agree, makes me laugh when people say compete, how can you sell games that ASDA sells at our cost price, we would be closed in a month, this is why we always break street dates, always sell imports,and what ever else we can to survive, no one else is gonna support us so we have to support our own business,i dislike supermarkets selling products they have no knowledge of,at least they can deal with kids tryin to say a game is faulty when they have just completed it, and want a refund.

if it wasn't for supermarkets, i wouldnt' be able to afford to buy games!!!!! Good on you ASDA!!!

just trade in you fool, its people like you who kill the high street and when there are no independants and only supermarkets its people like you who will complain there is no choice

im afraid its only a matter of time for independants, with no support from suppliers and developers dont want to get involved, supermarkets will soon start to put the sqeeze on developers for lower priced games, the same way they put most UK farmers out of the running, shame really, i dont like large faceless companies running large sectors of business, its very sad

Not to mention my ASDA doesn't even sell PC games any more - how does it expect to be the best?!

the argument is that you have got offer choice to customers, in the current climate why would you want to pay £10 extra for a game at expert outlets when you can get it cheaper high street retailers (not just supermarkets) and you've got ebay and amazon. Its not about squeezing suppliers - everybody has to make money including the supermarkets and they will make a profit otherwise whats the point>>>>> try not ripping us off by selling new games at such a high price then you can compete with the market

For independents it is not about "ripping people off" as "Michael" claims, its about not being able to compete with the supermarkets selling a product at cost price or just above and then relying on people buying other higher margin products to make their money. Specialists need profit to come from what they specialise in to survive. Try asking Asda staff how to sort out wireless Xbox Live, or getting an exchange on a game for PC that you cannot run - you'll get nowhere. As for Asda moving into preowned - like HMV they will look at it, and it will remain like that. They can barely staff their entertainment desks at many stores all day, let alone dealing with a constant flow of trade, checking etc and the buying teams needed to back up the pricing/distribution etc to go with it.

sory micheal you are an idiot, the supermarkers generally sell games as lost leaders, they are sold at cost price, as they sell 2 million different products, they make profit on food and drinks items, its part of the whole experience, get you there and make you buy everything under one roof!!
i work in an indie and we dont sell at £10 more we try to make £2 per new title which is crap but the only thing we can do, so people trade in, we cant sell at cost price as we only sell games.
customers only see the price difference they dont understand anything else, this is how they get you in store with deals and low prices, tesco still announce profits in the millions, so they make it on food, drink etc, not games.
of course some people will just buy the cheap items but this is all part of it.

Asda do not sell all games at cost price!!
The occasional first week price may be a loss leader but they need to make margin.
Economies of scale exist and asda take advantage of these. They get cheaper prices because they are supplied by EUK. Who also buy for Woolies, Smiths, Sainsburys, zavvi and morrissons.
Thats why they are priced cheaper than the indies.
Indies need to offer a better service and customer experience to justify the higher price.