As predicted yesterday, UK national supermarket Morrisons is this morning the cheapest place to pick up a new copy of Call of Duty: Modern Warfare 2, with both the Xbox 360 and PS3 versions of the game costing just 25.99.
This undercuts closest rival Sainsbury's by 1p.
However, despite reports that rivals such as Tesco and Asda may drop their prices further still to compete with Sainsbury's, this move doesn't appear to have materialised.
Many supermarkets contacted by MCV this morning claimed to have sold out of the Xbox 360 version of the game, and nearly all said that queues had formed prior to opening this morning.
In addition, customers phoning many Tesco stores are currently being greeted with a pre-recorded message explaining that stock numbers of the game cannot be checked and reservations cannot be made.