It's already the most competitive price war the UK games industry has ever seen, but the most dramatic could yet be to follow as the High Street prepares for Call of Duty: Modern Warfare 2 to be released at midnight tonight.
Sainsbury's is currently leading the price charge by chopping a huge 29 off the game's 55 RRP. Asda will be selling the title for 32 and Tesco for 37.90.
However, Morrisons – a supermarket not afraid of offering games at rock bottom prices – has yet to declare its hand.
Store assistants have been telling customers that the final price will be announced later tonight, with one member of staff telling MCV - somewhat tongue in cheek, admittedly - that the price war may not be over yet”.
There have also been unsubstantiated claims that other chains have been telling customers that they could sell the game for less than their advertised prices thanks to Sainsbury's aggressive move.