The UK's leading supermarkets are expecting customer demand to hit fever pitch when FIFA 13 goes on sale at midnight tonight, with one supermarket chain confident that the game will achieve even "higher customer demand" than last year's record-breaking FIFA 12.

Speaking ahead of tonight's launch, a spokesperson for Asda told that the retailer was "expecting demand to be as great as last year - if not a little greater.

"At Asda we have an every day low price retailer so £38.97 is our price and we won't be offering any promotions around. This ensures that we offer our customers great value for money and trust that the price they pay is a consistently low price."

Sainsbury's, however, looks set to undercut its rival with a "market leading price".

"We are anticipating a higher customer demand this year due to our market leading price," Sainsbury's told

"Xbox 360 and PS3 versions of FIFA 13 will be £34.99 in store and online from tomorrow. The special launch price will be available from tomorrow until Sunday, then the price will be £39.99."

The sales boost provided by FIFA 13 could even exceed that of last week.

Last week (according to MCV), the market saw a 125 per cent increase in sales thanks to the release of Borderlands 2, F1 2012 and PES 2013, with customers spending £16.6m on video games, up almost £10m over the seven days prior.

FIFA 13 goes on sale at midnight tonight. For the best deals, head through to our FIFA 13 price round-up feature.