Eidos is offering consumers the chance to buy the latest Championship Manager game for as little at 1p and a GBP 2.50 transaction fee.
In a move that echoes Radiohead's sale of its album In Rainbows, from today until September 10 consumers can pre-order the digital download of the game and pay any price they want.
"This is the first time an initiative like this has ever been tried in the videogames market," said Championship Manager general manager Roy Meredith.
"This is the best Championship Manager the studio has ever made and we want as many people as possible to try the full new game as once they try it we’re convinced they will come back again and again."
Championship Manager 2010 will be available to download directly from the games website on September 11.
The game will also include CM Season Live DLC - costing GBP 5 for six updates over the course of the 2009/2010 football season.