With the industry waiting to see whether next week's Call of Duty: Black Ops will spark off another round of supermarket price wars, HMV has become the first retailer to break cover and announce its headline-grabbing deal for the game.
MCV understands that the chain will be selling either the PS3 or Xbox 360 version of the game for just 7.99 to anyone willing to trade in EA's Medal of Honor. That represents a mammoth 47 off the official RRP of 54.99.
The deal will run from its release on November 9th until Monday November 15th.
Last year's Call of Duty: Modern Warfare 2 was the catalyst for some aggressive discounting at retail, with Sainsbury's offering a day one price of 26.
However, to date 2010 has been somewhat calmer when it comes to price slashing.
September's FIFA 11 was available for as little as 97p from Tesco when purchased with any other chart title, but in reality customers faced a minimum spend of 30 to get the game on the High Street on day one. FIFA 10, in contrast, was available sub-25 on its release in 2009.