Despite its RRP of 49.99, consumers are currently able to pick up EA's FIFA 10 – which is released today – for as little as 24.99 thanks to a fierce price war amongst the UK's leading supermarkets.
Tesco is currently offering the cheapest price in the UK at just 24.97. The store visited by MCV this morning has both an advertising stand outside the main entrance and a large display immediately behind the entrance gates.
Morrisons is also aiming low with a price of 24.99 at some of its stores, though others contacted by MCV were charging 32.99 for the Xbox 360 and PS3 game.
Asda has not, as was reported earlier this week, opted to sell the title for 25, though it's price is still extremely low - 26.71.
Sainsbury's is asking a comparatively exorbitant 37.
There have also been a few online reports of large queues outside some 24 hour supermarkets as gamers sought to get hold of their copies at the stroke of midnight.
By comparison, GAME and Gamestation are both selling the title for 39.99, though the Gamestation employee we spoke to was very keen to stress that they would price match Tesco's price as long as there's a store within 10 miles.