Wal-Mart has begun cutting the prices of its games in the run up to Christmas, sparking a price war with rival retailers such as Amazon.com.
Until December 24, the store will sell selected new releases at a lower price as an incentive for shoppers. Rock Band: Beatles on Wii is now priced at USD 40 and Left 4 Dead 2 on 360 at USD 50, a price reduction of USD 10 for each.
Stores are also planning a special offer for Wii hardware, reports Reuters, giving customers buying the Nintendo console a USD 50 Walmart gift card when bought in-store between December 5-12.
In response, competitors such as Target and Amazon.com have begun offering price cuts of their own, or matching their rival's prices.
All three console manufacturers reported significant rises in hardware sales over Thanksgiving week in the US. Retailers are now moving to avoid the subsequent drop in consumers that typically occurs immediately afterwards.