Tesco has become the first retailer to show its hand and declare its day one price for Konami's PES 2011, which is released in the UK tomorrow.
The supermarket will sell the game for just 30, no strings attached.
It's a different strategy to that it adopted with FIFA 11 last week. Then the chain was selling the game for 25, but only to those who purchased another console chart title at the same time.
The industry is now waiting to see what price other retailers opt to sell the game for. Sainsbury's last week offered FIFA for 25 to anyone spending 30 or more in-store while Asda sold it for just 97p to those willing to trade-in specific titles. It also sold the game normally for 29.97.
We'll update this story as and when we learn more.