Several of the UKs big supermarket chains have begun offering FIFA 10 for up to half its recommended retail price, with Tesco currently selling the game for GBP 24.97.
Released today, the game comes with a RRP of GBP 49.99, however Tesco, Morrisons and Asda are all selling at vastly below that price.
Tesco's deal is the cheapest, but its two rivals are pricing the game competitively with Morrisons offering it at GBP 24.99 and Asda GBP 26.71.
In addition to the supermarkets' low prices for FIFA, Argos has undercut the majority of online retailers with a FIFA 10 Xbox 360 Elite bundle which comes also with a free copy of Halo 3: ODST. At GBP 197.77, the two game bundle is cheaper even than the standalone 360's RRP of GBP 199.99.