In what has become an annual ritual at UK retail, this Friday's release of FIFA 10 looks likely to spark a fierce price war at the nation's supermarkets.
Though we've yet to receive final confirmation from any individual chain, reports are suggesting that Tesco will be selling the Xbox 360 and PS3 versions of the game for 28.99 from midnight on Friday until the end of play on Sunday.
Further unconfirmed reports claim that rival Asda will offer the same versions of the game for just 25 for the first 24 hours of its release.
UPDATE: Asda has contacted MCV to confirm that this price is inaccurate. The supermarket's release day sale price remains unconfirmed.
Gamers are currently able to pre-order the game online for prices starting at 35.
MCV has contacted both Asda and Tesco for comment.