GAME has already reduced its price point for Sony's PlayStation Move, despite the device not being due until September.
Originally giving a price tag of 39.99, the UK retailer has now reduced the Move to 34.99, according to VG247.
The new Move price now undercuts that of Amazon (37.91) and Play.com (39.99) – also reduced since their initial listings.
GAME also lowered the price for the Navigation Controller from 29.99 to 24.99.
The PlayStation Move is due for release on September 15th. Sony has yet to announce UK pricing.