Supermarket chain Sainsbury's fired the first shot in a 2009 hardware price war this week by cutting the cost of the Wii by 20 to just 159.97.
The offer comes as part of the supermarket's new ‘Entertainment Blitz' promotion, which also includes a number of cut-price Wii games, plus offers across its DVD, music and book ranges.
Ads for the range have been run in a variety of mass market magazines including Heat and Now.
However, other retailers have not welcomed the shock promotion.
One entertainment retail insider told MCV:
Demand for Wii is still so rampant, this just makes no sense. You can still sell them at a premium – certainly at full price. This loss leader is completely unnecessary, and now others will surely be forced to follow suit.”