It's arguably the biggest release of the year to date and retail is gearing up for a bloody fight to win the biggest market share possible on Microsoft's Gears of War 3.
HMV is the first retailer to show its hand. It will sell the game for just 1.99 to anyone who trades in a copy of current UK No.1 Dead Island. The offer is available in-store until September 25th.
HMV is also offering F1 2011 (released on September 23rd) for jus 3.99 for customers who trade-in copies of either Gears of War 3, Dead Island or Resistance 3. That deal is open until September 29th.
GAME has also revealed its Gears of War 3 offer. It will be selling the game for 4.99 when customers trade-in either Dead Island, Driver: San Francisco or Warhammer 40,000: Space Marine.
It has a second Gears offer, too – the Limited Edition Gears of War 3 320GB Xbox 360 can be had for 99.99 when a 250GB Elite Xbox 360 is traded-in.
It's running the same deal for F1 2011, with Resistance 3 also added into the mix. It's also offering an extra 20 per cent on any trade-ins made against FIFA 12.
The big question now is exactly how low supermarkets will be prepared to drive down the price of Gears of War 3. Will anyone dare drop below the 30 price point?