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While the supermarkets are leading the charge on the highstreet, it’s Amazon.co.uk which is offering the best online price for FIFA 11.
In fairness to the supermarkets, ASDA is matching Amazon’s online price via its ASDA Direct store.
GAME, however, isn’t concerned by its lower priced rivals.
“FIFA’s going to be a really exciting launch – we are building up for a really big week on it,” CEO Ian Shepherd told MCV.
“For us it’s a much broader question than price competition – trade-ins, pre-order incentives, Reward Card points, exclusive content in-store all comes into play for us on big launches like this.”