Tesco on the way home tommorow then.

Hmmm. I feel like a little bit of a chump for paying full price today. Oh well, at least I have it a day earlier anyway.

wow yet more supermarkets under valuing a quality release that we could all make money on, what idiots, right ill be going up with 5 mates to clean them out at midnight, tossers

Blockbuster for me. Free ball, £5 off my next game plus 5x £2 pre-owned discount vouchers!

Plus their staff actually know what FIFA is... in Tesco they probably think FIFA is a type of banana!

seriously,
no one at tesco knows jack. i had to tell them the relase date !!! i mwan seriously, and this is a massive kick in the teeth for indepentants, we are goin to be paying around the £35 plus, tesco should stick to what they know best chesse and beer, if no one started this price war then everyone would be making more money these games still retail at £49.99 i hate this stupid price war. think im gonna nip up tesco with 10 mates and buy them out sod it,

haha not true
rang tesco its 37.97

"haha not true
rang tesco its 37.97"

What they lied in the press??

@1

Tesco on the way to work in the morning then!

:D

Not true

Asda selling at £37.93

i work for tesco,
its £37,97 on the computer
so this is not true

The £30 ad was all over the newspapers this morning - it's definitely happening. I know it pisses indies off but it's great news for me. £50 from an indie or £30 from the supermarket? Sorry guys, there's no contest there. I'm loving all these new release at £30. Makes my hobby affordable in these times of belt-tightening.

It was in The Sun this morning.

Agree with 11. I buy from supermarkets all the time now. Indies and high streets charge far to much.

lol agree with 11 and 13, buy from supermarkets much cheaper than the distributors.

you are an idiot, your thinking of game who sell for full RRP, we try to sell for £42 making us the grand total of £2 profit, you have no idea how hard it is do you, just post on here when you know nothing about cost price, ive just been to tesco with 5 mates and cleaned them out of all stock, as centresoft has sold out, so now i will add £5 to the price and sell them all day, nothing else i can do, its cheaper than suppliers and they dont even have any!!

im sorry but the children posting on here are very

unmature, of course low prices are great, but indies do NOT sell at 49.99 that is Game !!!! we make 2-3 quid on a new release, on fifa we cant even sell it, we buy for 32.99 + vat work it out kids on your calculator, im sick of people giving us a bad name, indies are tryin to survive, not rip any one, or sell at 49.99 we havent sold at this price for 4 years, please go back to gamespot, ign, with all the other mindless fan boys and metalists !

sorry imature typo !! just so annoyed with all these fools who know nowt about the reality of business, supermarkets sell at a loss, its called lost leaders, to make profit on other items, im not saying it works, but this is the theory, please know what your talking about b4 you post rubbish, im an indie and do not sell at £50 !

Well it was definitely on. Went to do my grocery shopping last night and there was a queue of about 80 - 100 in my local Tesco all waiting for Fifa 09. Got myself a copy and it was as advertised under £30

@15

I'm an idiot for being pleased about paying less for a game? Sorry, do you realise how stupid that sounds? No, I don't know what your cost price is. I'm sorry if you're struggling. I take no pleasure in that. But from my position, as a gamer and consumer, lower prices are good. Your margins are small? Yep, sounds ****. My mortgage, nursery fees and petrol costs mean my margins have been reduced, too. So FIFA for £30 sounds excellent to me.

@16

I'm not saying you're trying to rip anyone off. I know you make very little on new games, even when you sell for £12 more than the supermarkets. I'm not having a go at you. I'm just saying that, from a personal perspective, I'm delighted I go into Tesco and get FIFA for £30. If you could offer me that I may well buy it from you instead. You can't, I know. But do you expect me to come to you and pay a £12 premium out of sympathy?

i think basically indies on here are getting a bad name, you cant group indies with game/game station, they are chains not indies, indies dont sell for £50 on new games,
of course people are going to buy new games for the cheapest, we try to offer the best price, and trade in games at a fair price and offer weekly payment schemes on consoles / games etc, you cant beat the supermarkets, thats up to publishers, my arguemnt is if fifa is sold a below £30 it makes the game look rubbish, as its not worth much on day 1 of release, looks to me like the supermarkets own EA ha ha as they do what ever they like

I am a long standing indie retailer (25+ years!) The point that is missing is if you pay less when you've played it and want to trade it - the trade in will be less. What more cost effective way is there when you want to purchase a new game other than trading in the one you've played? You can't trade in at a supermarket - and them selling it cheaper means the customers trade in price is cheaper - so in the long run the indie retailers lose out first - but then so do the people the supermarkets are selling to.....get it? It does take brains to work it out...!

Come on, be realistic. Everyone knows what FIFA is and everyone knows it's a premium product. The fact that it's £30 doesn't affect anyone's perception of that - it just makes people more likely to buy it. It's the same as Sainsbury's £100 Xbox 360 - people won't look at that and see it as an inferior machine. They'll just see it as the bargain that it is. The 'perceived value' argument is a weak one.

No-one's slagging off indies. The only reason people like me post is because we see indies complaining here about how cheap games are such a bad thing. For the indies, yes, cheap games are awful. But for everyone else they're great. I know it hurts you and your business when supermarkets sell at a loss like this, but it's nothing but great great news for the public.

yeah about time, over priced EA rubbish, ha ha supermarkets P'owned EA

@22. I understand your position here but has anyone thought of the long term here. If supermarkets did eventually take over and become market leader in this area do you really think this will benefit you long term?

The reality would be that indies etc close down, the supermarkets get market leadership and bump the price to nearly full rrp so in the end you would lose out.

Great that the price is now, you would lose in the end. As much as I hate Game and Gamestation they do have a purpose to keep this industry priced as best as it can without devaluing the product. An area that indies can compete in and often do.

I just think people need to look at the long term. I also thought MCV was a trade site?? Perhaps I am wrong there

These constant, and ridiculous, price slashes can't sustain the market long term. If the industry, suppliers and publishers don't take action against the supermarkets then I'm afraid the bubble will eventually burst and the whole market will come crashing down.

ea are over priced rubbish games, same very year, supermakets Owned EA ha ha ha coldnt have happend to a nicer publisher, first mercenaries 2 now fifa ha ha ha

@24

I understand the logic of your argument, but I have to wonder if supermarket's pricing owes anything to the existence of indies? Surely they're competing with high street stores like HMV and Zavvi, as well as with the other supermarkets? If all indies vanished overnight the supermarkets would still be left competing, but with each other.

We saw indie music stores die out years ago and nowadays I can still walk into Tesco and buy a new CD album for £8.

I've got no desire to see indies go out of business - my loval Croydon indie is my favourite shop in the world. But as much as I love it, I don't love it enough to pay a £15 premium for a game. And I'm just not convinced that if all the indies died out then so too would price wars.

@ 27

The reason you can still by CD's in Tesco for £8 is becuase of MP3's. Video game's are still very much sold as physical media, and they will continue to be for some time, so you can expect to be paying premium prices for video games in the furture should the indies/specialists go under. Also, where are you going to to trade in your old games? Not bloody Tesco's, I can tell you that.

So, congratulations for supporting the supermarkets. Hope you like paying £49.99 for video games you can't trade in.

@28

I simply don't think that argument is valid. OK, forget music. What about TVs? Or laptops?Or alcohol? Or all the other things that are cheapest in supermarkets? The supermarkets have to compete with each other and everyone else on the High Street, so prices won't suddenly rocket if specialists vanish. In fact, specialists are such a small piece of the pie in today's market that I doubt supermarkets pay any attention to them, particularly indies.

The trade-in point is valid, but even if I trade something in I'll still be looking at £30 for FIFA from a specialist. If I couldn't trade anymore I'd be happy to buy new games for £30 and eBay everything else. It's not a problem.

I know you want to stick up for specialists, but just try and see it from the consumer's perspective. All this talk of government or regulators 'doing something' about supermarket discounting is farcical. It's called market competition. It's normal, it's natural. It's the very essence of capitalsim. And if specialists can't compete under the current model they need to adapt so they can, not accuse people like me of wrongdoing for buying goods at the lowest available price.

@28-"I simply don't think that argument is valid"

Just aswell you're not in business yourself then isn't it as you clearly can't see further than the end of your nose.

And as for the specialists given you £30 trade in for a game they know you've only paid £30, well only a real fool would offer such a price. If a customer comes into my store with a copy of FIFA and on asking where he bought it from he says 'Tesco' the trade in value is automatically getting slashed by more than half.

Trouble with people like you is that you want everything for a pitence from your local Tesco's, Asda or whatever but still have the cheek to expect a good deal from you're local indie/specialist that you don't support. Talk about wanting your cake and it it, son.

@30

I'm not saying I'd get £30 trade-in against FIFA - I'm saying that if I traded another game in, the money I would get for it would mean I'd still end up paying £30 for FIFA due to the indie's higher price.

Your rant is typical of what I'm saying. You say "people like me want everything for pittance'. So the specialist in town is selling FIFA for £44.99. Tesco is selling it for £30. Why exactly do you expect me to go to the specialist and pay £44.99? Because you assure me that some day in the future if I don't cough up the extra money and support the specialists I'll have to pay the full price anyway because they won't be around to stimulate competition? Really? All the more reason for me to get them cheap whilst I can then, no?

If you wanted a car and the dealer was selling the mdoel you wanted for £8k, but a private seller down the road was selling for £12k, who would you buy from? Do you not buy things for the lowest price available? Do you not shop online to save money?

I'm being slagged off simply because I'm buying something as cheap as possible. Isn't that what most shoppers do? You're telling me you don't? You're not exactly encouraging anyone to be sympathetic towards indies, you know.

If your indie is selling FIFA for £44.99 then fair enough they need to readdress their pricing, but what you don't seem to understand is that you, and many consumers like you, seem to think that your getting a raw deal with you specialist games retailers when you trade in your games etc.. but what do you expect? You don't support your local video game stores, you've said so yourself, so why should they bend over backwards for you and other consumers like you? Do you really want to see it end with only two places to buy goods from-the internet and supermarkets just because you're getting a bargain now? Where's the knowledgable staff at Tesco's and on the internet ?Where's the after sale service at Tesco's and on the internet? Where's the trade-ins once you've grown bored? You get what you pay for.

Like I said, it's a case of you wanting your cake and eat it. Just don't whinge on here when GAME only offer you a tenner for FIFA 09, or any other titles that the supermarkets will undoubtably slash this Christmas, only a month after their release, because it will happen. And certainly don't whinge when there are no specialist games retailers left and you end up with a ton of unwanted games you can't trade and your only games related advice being from Janice-45 who works on the checkout at Sainsburys and doesn't know the difference between a Playstation and a Microwave oven.

@32

I've not once whinged about trade-in prices. I'm asking no-one to bend over backwards for me. You're getting uptight about that, not me. If a shop offers me a trade-in that I think is below value I'll eBay or Amazon Marketplace it. Not a problem. Then the market will dictate its value. As is happening with new release games.

Would I be happy if I just had the supermarkets and online to shop with? Sure. Why wouldn't I be? And what in-store expertise do I need when buying FIFA? Or a console? Or anything, really. In fact, the whole notion that in-store knowledge is valuable is fading fast. The internet is a better source of consumer knowledge than any well-trained shop assistant. If I'm looking to spend on something and I'm not sure about it there are dozens of online sites with good and varied advice. All i need from a shop is the goods to buy. If something breaks, I take it back and they swap it for me.

You've still not given me a single reason why I should go to a specialist and pay more. Even if an indie is just £10, or £5, or just £1 more expensive than Tesco, why should I go there? For their 'expertise and after sales service'? For a copy of FIFA? Frankly, that's just fantasy.

I think this is an arguement that could rage forever.

I'm really sorry to say this but i'm afraid its true......what Indies need to realise is that the day when specialist advice was required on a game or consoles are long gone. In days gone by Indies could differentiate themselves but offering imports and convertors to allow you to get games early or that were not available in your country (aka SNES days) those sort of things are no longer possible or infact needed with the internet and world wide trade being available to all.

The loss of indies to trade in games again is not even worth talking about, most of my second hand games go online for sale now as you get a much better price. I technically get what the indie or Game/gamestation would sell the game for not the lower trade in value.

So unfortunatly maybe as a previous post said its time for indies to look at there business model and find a way to make it work, so they can either differentiate or be able to compete. If neither is possible then maybe its time to cut your losses and get out of the industry. (and before anyone says anything yes I know a whole load about business and the problems everyone is facing currently on a personal level).

Cheap games from the Supermarket are a lot of what is keeeping this industry alive at the moment. People have lower disposable incomes and I would put money on if FIFA was not being sold so cheap a large number of people myself included would probably not have even purchased it today

at last - a logical voice amongst all the "you're evil because you dare shop at Tescos" nonsense!

Amongst all the consumers posting on here the real point has been lost.

I concede I cannot see a compelling reason for a customer to shop at a indie when a game is cheaper at a supermarket.

However therein lies the issue.

Indies should beable to compete on price, in European law you cannot sell products at a lose - if the supermarkets are selling at a lose they are breaking European law. Alternatively if they are simply selling at cost then indies should be able to buy from the trade at much nearer that cost.

The onus falls to publisher to realise what the long term affects of this will be. When you have only one route to market (Supermarkets) they will be in a very strong postion to force their cost down, consumers may not see a cost increase but publishers will be paid less.

Also Mr Publisher, you may have no trouble getting Supermarkets to stock Fifa 09 but what about all the other titles that specialist would have stocked but supermarkets don't have the space for?

Will you simply make less games each year? Making the consumer suffer, with less choice.

Sorry, that is patently incorrect - retailers are free to sell goods at any price they want. There is no law, European or otherwise, that prevents selling below cost.

The point about the range supermarkets stock is perfectly valid, Bob, but range is where online thrives. The indies near me have 'range' - in that, they have some new releases but shed loads of old second hand tat that struggles to justify the bargain bucket price it carries. So few indies now carry a genuinely interesting range of titles. I couldn't get Odin Sphere from any of the indies near me - GAME had it for £19.99, fortunately.

But, realistically, is a publisher going to mind passing on a handful of indie sales on more leftfield titles in favour of massive bulk sales of mainstream games? I doubt it, be that sad or otherwise.

I think the stark reality of all this is that the only people it hurts are indie retailers. It doesn't hurt the consumer, that's for sure. Far from it - it leaves me better off! And should everyone else bend over to serve a small band of struggling (though perhaps noble) indies? Most definitely not.

@36

Aside from your innacurate claims about European law, the reason why supermarkets can buy at a lower cast than indies is simply economy of scale. If I ordered 10,000 units of something I'd expect to pay less than if I ordered 10. You're suggesting we re-write the rules of trade economics just to protect the indie sector?

The next logical conclusion - an indie buying consortium. That would solve the problem, but it's been tried before and has always failed because, fundamentally, indies are just that - independent. They're poor at working with other people. You are your own worst enemies.

The more items sold cheaply (games, cds and dvds) from supermarkets, independents or internet - the more items that circulate the market in trade ins...you've just got to have your finger on the button and know what to do with your own business - the people who shop at independents do get a better service because (most) independents value their customers - supermarkets are interested in revenue first and loyalty second. Customers are faceless...
If you have enough time and inclination to sell all your unwanted games on the ebay - great - many people do not have the time. I am an independent and coping! Market changes take place all the time - as for the supermarkets they will be on the next bandwagon before you know it!

@Bob

Seems to be illegal in Canada & Australia

http://en.wikipedia.org/wiki/Predatory_pricing" onclick="window.open ( this.href ); return false;" class="comment_url" >http://en.wikipedi...icing

In Canada, Section 50(1)(c) of the Competition Act prohibits companies from selling products at unreasonably low prices which is either designed to facilitate, or has the effect of, eliminating competition or a competitor. Section 50(1)(b) of the Act prohibits selling products in one area of Canada at prices lower than in another area with the intent or the effect of eliminating competition or a competitor. The Bureau of Competition has established Predatory Pricing Guidelines defining what is considered to be unreasonably low pricing.

In Australia, recent amendments to the Trade Practices Act 1974 in 2007 have created a new threshold test to prohibit those engaging in predatory pricing. The new amendments (labelled the 'Birdsville Amendments' after the pub Senator Barnaby Joyce penned the idea: Predatory pricing laws shock big operators) to s46 define the practice more liberally than other behaviour by requiring the business first have a 'substantial share of a market' (rather than substantial market power). This was made in a move to protect smaller businesses from situations where there are larger players, but each has market power. It has been criticised as preventing (through legal bureaucracy) large businesses removing old stock, offering discounts (such as fuel discounts and 'shopper dockets').

Ermmmmmmmm..... this is the UK, right?

"The loss of indies to trade in games again is not even worth talking about, most of my second hand games go online for sale now as you get a much better price"

What a complete load of ******.

Nice to see so many happy shoppers here completely missing the point as to why this ridiculous price cutting will be very damaging for the industry in the long term, and not just the effect it will have will have on the indies and specialists like GAME. If you don't know what these actions by Tesco, Sainsburys etal will have on the future of the industry if they are allowed to continue then you're either too stupid to understand or to ignorant to care.

sold out at tesco. Only ps3 version mind. stacks of wii and xbox 360 left. Whos king of the consoles now?

lol Independents whining on here ? I could understand you guys companing if brand new retail games were your main source of income but they are not, you make insane profits from second hand games, none of which goes back to the developers and publishers, same is true of Game. If Tesco choose to sell the game for £30, you have to realise they do not sell second hand games, so they only compete on what the newest titles are. Are you prepared to give part of your second hand sales back to the publishers ? no ? Well don't expect tesco to hold back the price for you guys.

MrL - re Julian, their does appear to be a law that prevents selling below cost. In Australia & Canada atleast.

J W - please. What other industry makes a secondary payment to the originator of a product when it is resold? Do you make a payment to the builder when you move house? To Ford when you sell your car? Do charity shops pass on some of their takings to the fashion industry? No, didn't think so.

Insane profits?

Games Gross profit margin 1st half 2008 was 27%
JJB Sports Gross margin 51.7%

Games margins are modest in comparison to other high street retailers.

What is most telling in this topic is the number of "indies" arguing with ordinary consumers.

And indies wonder why they are struggling?

However, for those talking about developers etc getting a share of used game profits, well if that ever happened then the net effect would still be that you'd just get less for your trade ins. Sure, you can argue you'd go the eBay route, but any private seller can tell you eBay is now all but useless for private sales on low value items because you're being gouged for a net 15% + of your sale, if someone even pays up!

I must admit that this is one of the more unbelievable MCV headlines. Tescos, for instance, have been involved in price wars for decades and we can all see the harm it has done them!

What has happened here is that games have recently switched from being a specialist item at retail to being a commodity. And as a commodity the only thing that matters at retail is price. Obviously some industry management, rooted in the past, have not adapted to this change.

Supermarkets offer an immense advantage over specialists shops at retail. Which is why specialist shops in so many product areas have disappeared. At a supermarket the customer can just pick up a game on their weekly shop and throw it in their trolley. Often this will be an impulse purchase. Contrast this with having to make a special visit to a specialist retailer, which massively reduces the potential for impulse purchases and you can see the huge sales advantage to the games industry of being in supermarkets.

Supermarkets have always competed on price as their main marketing tool to drive traffic. Customers are not going to visit several supermarkets in a week, so once a customer is through the door you have their money. This is why loss leaders are so tempting. The customer comes to the store specifically for the one very low priced item, on which the supermarket is happy to make a loss. This is because the customer will buy a lot more stuff on the visit that is profitable enough to more than cancel the effect of the loss leader.

And video games are a perfect loss leader. They are a commodity, so are identical wherever they are bought. They are a sexy, high profile product. And most households now buy them.

The game industry benefits when games are used as loss leaders in several ways

Simple price elasticity of demand: If a commodity is cheaper it sells more. This is a proven economic reality.

The supermarkets need to market their loss leaders: This creates huge extra exposure for the games involved.

People love something that appears to be a bargain, so the level of impulse purchases of games will rise massively.

So the industry should be celebrating our new status as loss leader of choice amongst the retail giants. But instead there is a lot of whingeing going on that I don’t understand. Alan Prichard, the UK MD of Sega said “Development costs are not getting cheaper so it is important for retailers to sustain full SRP points”. This is self evidently ridiculous. The price Sega sell to the supermarkets at is the same, whatever the supermarkets then choose to retail at. So how does discounting at retail have any negative effect on funding development? Surely the reverse is true, more games will be sold and Sega will have smaller losses.

Rod Cousens, CEO of Codemasters, said “Price cuts in an industry which shines above the gloom can only be the strategy of those concerned that their mode of delivery to the consumer is facing threats, and they are doing their best to accelerate their own demise.” This again is patently absurd. Yes, digital distribution is taking over from retail, but it has little to do with retail price point. In fact discounting and price wars at retail will prolong their relevance. The exact opposite of what Rod has said.

What we have here is a situation where most people win from this discounting. The retailer wins because they get more traffic. The game publisher wins because they sell more games. The customer wins because they pay less for their games. The only loser is the specialist retailer who, inevitably, loses sales. But specialist retail was always going to go the way of the Dodo because of digital distribution. All supermarket discounting does is to speed up that demise.

some really positive comments and thoughts here for indies eh, so were shagged then !! according to you, i think people expect the digital download thing to happen over nite, it wont, there is still years in boxed products, also this is the same issue as UK farmers and local grocers, tbh they are all cheaper and you get a better level of service from these guys and i support them, i dont care if it takes me longer to shop, i dont want to buy all my products under one roof, i dont want to live in a tesco britan thanks,

i just bought all fifa from my woolies then took my friends up to tesco bought all their stock, and i will sell for £5 more in my shop, if supermarkets want to sell at a loss, i will take advantage of this, i dont care what anyone says on here, this is the situation i find myself in, i either do this or close my store, i want to sell the new releases, as if i dont what are customers going to trade in against ????
for someone to say new releases are not important is foolish and they obviously dont understand the issues here

Bruceongames, you my son have no idea.

If Tesco sell new games for £30, then consumers expect to buy new games for £30. Which means new games are being devalued.

It may make no difference for the first week or two. But if consumers are only willing to spend £30 on FIFA, then retailers will demand that EA and Centresoft cut the trade price.

So, Bruceongames. It may make no difference to begin with, but price cutting means new games lose their value quicker. Which rubs away publisher profit margins

I find it odd how so many people are assuming this is a loss leader for Tesco. At £30 Tesco will still be making a profit, it won't be massive but still they'll be making a profit.

anybody hear of farmers complaining because the supermarkets stiff them for how much they are prepared to pay for their produce. the same will happen with supermarkets
they will sell at a loss to drive everybodyelse out of buisness then continue to sell at that price and just pay the publisher less or threatan the publisher with not stocking the title.

If an indie did that the publisher wouldnt care but if the only place you can sell your product will only give £20 for something you don't have much choice. I realise that this doesn't bother the consumer, but their are quite alot of game's consumers that work within the gaming retail sectors that won't have jobs to pay the new wonderful reduced price that the supermarkets have to offer.

I certainly don't believe for one minuete that the publisher should turn round and say you can't loss lead but at the end of the day it is in the publishers best interest to keep compition within the market place.

Asda, tesco and the like do sell products at a loss to start with banking on people going, wow aren't supermarkets really cheap and then buying everything from them. They aint, the vast majority of back catalogue and general release products are either more expensive or 2p cheaper because they put a 97 price point on everything. Console's you pay £100 for an arcade 360 in sainsbury's add on the price of games and accesories and are you better off than buying a bundle package from game/gamestation/blockbuster. For example 360 + halo 3 + pgr 4 for 129.99 at blockbuster would it be cheaper to buy it at sainsbury's i doubt it.

Buy all means consumers go and buy fifa at tesco just don't pick up anything else, nothing. and walk out knowing that they just paid a publisher £3 more than you did for your game :) you pick up one extra game and they have made all that profit back and you just paid more than you might have paid at say blockbuster seen as you get money off vouchers for your second game along with £34.99 price point.

i mean to say im ordering alot less, as you cant give acurate figures as you know supermarkets will cut the price on day one of a release, i get all my stock from other retailers now, as they are cheaper than suppliers, so we are noe restocking less also, if suppliers dont mind just selling to supermarkets fine, just seems all backwards to me, good thing is when im stuck with stock i send a mate into tesco and say its an unwanted gift and i get a refund, you have to play the game, why not, no one else is helping you and your business, you have to be cut throat like supermarkets are, people who think Tesco arent selling at a loss do not understand the bigger picture

Where is the "industries" Jamie Oliver to highlight the issues of intensive customer farming?
Who from the industry speaks out on the long-term effects of supermarket dominance & the negative long-term effects to the consumer this crazy price cutting will do.
What are the supermarkets during the summer games drought?
Why they are selling cheap beer & helping to kill the local pub.
People are crying now due to the cost of food & fuel increasing because there are less places to buy them, yet happy to call people who run businesses for profit rip of merchants?
Well give me a documentary hosted by “Fat Chris” on C 4 on consumer farming & its negative long-term effect & watch people change their buying habits.
PS Sainsbury’s have you got any free range chickens in yet it’s been 4 months!

Its the end of the indie, Supermarkets now rule the market.
Why would I go into Game etc and pay £44.99 for Fifa 09 when I would only get £20 if lucky trade in when all the Tesco purchased copied come flooding in.
A lower new price is going to drive down the trade in price and second hand values, Ebay sellers will have to price down their copies if they want to compete against the supermarkets new prices.
How much would you expect to pay for a second hand copy of Fifa 09 off Ebay in a few weeks time, anything more than £20 will seem a rip off when you can buy it for less than £30 new.
Its nice to see console games coming in line with PC games that have been sub £30 for quite some time.

i like to do the robot celebration when wayne rooney scores and the players are not fat anymore luls.

wow people are surprised?, its what the yankee (well they're the masters at it arent they?) feckers have given to the world.
i feel sorry for indies to be fair, tesco especially are doing it to your local corner shop, local farmer etc, the pharmacutical industry is having the guts ripped out of it so a certain few can produce and sell and no-one else can, same with food, GM here we come i wont go on but the world is very quickly going privatised for a reason, so we buy what we want, from the select few, the blueprint to this type of control is a fact, when indies or even specialist stores i.e game(rip off that they are) are gone and most will go, we'll all get bent over by the select few
cant blame people for buying it as cheap as possible though haha

Obviosuly the consumer welcomes these kinds of deals, as the supermarkets wouldn't continue to run them otherwise. And ultimately it's the consumer who controls the fate of the amrket. There's really little point to indies complaining and demanding that some sort of legal route is taken to force prices up. If the consumer valued what indies have to offer they would vote with their feet and shop at them. they don't. They want cheap goods - why wouldn't they!

All of these indies complaining need to stop and think for a moment. Are they honestly saying that when they go shopping they don't look for the cheapest price? Of course they do, so why shouldn't gamers?

We're lucky in the UK in that we have a number of highyl successful national supermarket chains, so even when indies have dies out and specialist retailers are on the decline, competition between the supermarkets will keep prices down. And thank god for that in the current economic climate!

I just wih I'd held on for Morrison's £25 deal on FIFA. Hopefully I'll hae to pay no more than £25-£30 on any new releases this Q4 - YAY!

ok i can understand how indie stores are getting frustrated i work at my local indie store,

but we have got to stop complaining about the supermarkets selling games cheaply there is nothing we can do to change that

in our store we do not complain to our customers how we are getting hard done by on price we just do the same as the supermarkets

except we get a whole stash of pre owned games to sell!

also have internet access for students and run gaming competitions etc this will all make the customer bring cash into your store.

times are changing look for different ways to making up income.

(im sure we would join a indie buying team if we all got together to tackle better margins)

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