The average sale price of a video game in the UK fell last year compared to 2008, new data from the ERA shows.
The overall average price of a game in 2009 was 21.34, down from 22.99 in 2008.
In addition, supermarkets may be the largest growing games retailers in the UK, but they are not the cheapest, says the ERA.
The average price of software sold by the likes of Asda, Tesco and Sainsbury's was 23.23, much more than general retailers (22.44), online (19.29) or specialists (20.96).
There has also been a drop in the total number of games outlets, from 7,609 in 2008 to 6,770 last year, due to the fall of Woolworths and Zavvi.