Supermarket ASDA will from midnight tonight offer Ubisoft's Xbox 360 release Splinter Cell: Conviction for just 29.71.
In addition, MCV was told by the North London branch we contacted to confirm the price that we were free to pick up the game right away, several hours ahead of its official UK release date at midnight tonight.
Supermarket price slashing is common on the UK High Street, though this is the first time since November's Modern Warfare 2 that a title has been targeted for significant day one discounting.
Recent releases such as God of War III, Just Cause 2, Final Fantasy XIII, BioShock 2 and Battlefield: Bad Company 2 proved immune to such treatment. However the market appeal of Sam Fisher has seemingly proved appealing enough to retail so as to trigger off a new round of price slashing.
UPDATE: Amazon has now matched Asda's price and is offering the game for 29.71 online