In a spectacular display of brutal retail price-cutting, Bethesda's online shooter Brink has been slashed to just 97p on GameStop.co.uk.
And the amazing thing is that the deal comes almost seven months to the day since the game was first released.
And we're not talking about a throwaway title here. Brink debuted in the UK Charts at No.1 and was backed by a decent marketing drive that included a premium TV ad spot during this year's FA Cup final.
Yet the game, which still has a reasonable following online, can now be had for under a quid.
Brink received a mixed reception from critics. However, the updates that have followed release have bolstered the title and it's fair to say that as it stands the title is a unique and worthy purchase for online FPS fans.
Just this morning MCV highlighted the financial impact that High Street's taste for games discounting has had on the overall market.
Indeed, a recent price cut for another Bethesda title, Elder Scrolls V: Skyrim, saw the game overtake Modern Warfare 3 to claim the UK No.1 crown – a month after its release.
UPDATE: GameStop has contacted MCV to say that the 97p price was an error. Brink should have been listed for 14.97.