Cut-price trade-in deals have become the norm on the High Street, but now online-only retailer GameStop.co.uk has dragged the sector into the online arena.
The headline is Modern Warfare 3 for 99p, but in reality the new deal offers gamers the chance to buy both EA's Battlefield 3 and Activision's Modern Warfare 3 for 37.96.
This is how it works:
Gamers must buy Battlefield 3 for 36.97 from GameStop on either Xbox 360 or PS3.
Then, they need to also buy Call of Duty: Modern Warfare 3 for 41.97.
The retailer will also ship out a padded pre-paid envelope. Customers can then use this to ship back their copy of Battlefield 3 before November 18th. Once GameStop receives it they'll send out a new copy of Modern Warfare 3 and refund the buyer to the sum of 40.98.
It's a fascinating new development in the increasingly competitive UK games sector and one that for the first time takes the High Street on at its own game.