New Super Mario Bros. 2 has been listed on the 3DS eShop priced £40, which is £10 more than the boxed retail version costs in most stores.
And it's only the new Mario outing which seems to carry the premium price tag, with New Art Academy and Freakyforms Deluxe listed at £29.99 and £24.99, respectively.
Nintendo hasn't said why NSMB2 is priced so high.
The game arrives in stores on Friday.
We can't see many 3DS owners being willing to pay a £10 premium in order to get their hands on digital version of New Super Mario Bros. 2.