The upcoming high-end GeForce GTX 780 will likely retail for around 500 in the UK when it launches next month.
The new graphics card is based on Nvidia's premium Titan GPU, which is currently available for between 800-1,000. It won't match the Titan's specs, however, leaving the mammoth graphics powerhouse as the company's flagship model (at least until the GTX 790 arrives further down the line).
In fact, the GTX 780 is said to run only very slightly faster than the existing GTX 680. Its main gains over its predecessor can be found in its power efficiency.
Fudzilla reports that the European price for the GTX 780 has been pegged at between €500-€600.
The GTX 770, meanwhile, is said to be priced at around 305 for the stock card and is simply a slightly upgraded version of the current GTX 670. The same is true of the GTX 660, which will likely costs as little as 170.
Fudzilla adds in a separate report that manufacturers are already working on overclocked versions of the GTX 770 and 780, although these early releases are unlikely to push the cards that far beyond their stock configurations.