Sony, Microsoft and Nintendo are going all-out in their approach to this year's Black Friday.
The three platform holders have cut prices across the board to under 230 for their flagship consoles and bundles.
Tesco is offering a 500GB Xbox One with Rare Replay and Ori and the Blind Forest for 229.
Zavvi, meanwhile, has a 1TB machine with Halo 5: Guardians and Forza 6 for 280.
Microsoft itself is offering the 500GB Gears of War Ultimate Edition bundle plus Fallout 4 (which includes Fallout 3, too) for 280.
GAME has a triple-pack featuring a 500GB Xbox One and Rare Replay, Goat Simulator and Ori and the Blind Forest in-store for 240.
PS4 has been similarly slashed in price, with an early eBay deal offering the 500GB console with Star Wars Battlefront and FIFA 16 for 270.
A Star Wars Battlefront bundle is available at Amazon for 280, with the retailer's popular lightning deals offering new promotions throughout the day.
Two of the UK's biggest games – Call of Duty: Black Ops III and FIFA 16 – are free with a 289 PS4 deal at Tesco.
GameStop was offering Sony's machine at one of its lowest price points yet, throwing in a copy of Watch Dogs with a white model for 230 – although the set appears to have since sold out.
Uncharted: The Nathan Drake Collection and Grand Theft Auto V make up the software included with GAME's 280 500GB PS4 in-store deal.
Nintendo isn't passing up on the opportunity, either – Tesco has a Mario Kart Wii U bundle for 229.
Amazon, too, has a Wii U Premium bundle for under 230, which includes copies of Mario Kart 8 and Splatoon.
Combined console sales exceeded 250,000 units during 2014's weekend sales event – retailers and industry sources speaking to MCV have suggested that this year's Black Friday could even double that figure.
The event as a whole is expected to give a 70 million boost to games retail, outpacing last year's 60 million generated in 24 hours.
Has one of the deals we've listed become unavailable? Spotted another must-have promotion? Let us know at firstname.lastname@example.org– we'll try and keep this story updated throughout the day with the latest sales.