Supermarket Asda has said that over 600,000 consumers have pre-ordered Activision's Call of Duty: Modern Warfare 2 in the UK.
The game goes on sale from 00:01am tomorrow morning in the company's 24 hour stores, and at the time of writing the company is selling the game at GBP 44.99, although it admitted this could change in time for release.
"In terms of pricing, well that remains anybodies guess but come Monday’s papers we’ll all know," wrote Duncan Cross, games buyer, on the company blog.
However, rival supermarket chain Sainsbury's has this morning confirmed that it will be selling the highly-anticipated release for GBP 26, making a mockery of the suggested RRP of GBP 54.99.
The move is likely to spark a price war across the UK, as supermarkets follow the lead set by FIFA 10 last month and begin selling the game at a massive reduction and below cost price.
Update: Tesco is selling the game for GBP 25 when sold with another chart title, while advertising indicates Asda will sell the game for GBP 32, although representatives have told GamesIndustry.biz that the retailer will not confirm a price until midnight tonight.