As others have said, several places have been selling all 360 games at £39.99 or less. The purple shirt people have been doing it for a while now along with a couple of the supermarkets.
In fact, you can sometimes get games even cheaper than that with the purple shirts by using their collect at store online service. E.g. Pro Evo 6 is £34.99, Saints Row for £29.99, and all pre-ordered games are £37.99.
The reason I think this pricing hasn't become more widespread is because these are mostly out-of-town stores. If HMV start selling at under £40 then that'll start something, and actually did with Pro Evo. Both Game and GameStation were charging £49.99 for it yesterday but today it's £39.99 - obviously to better match the likes of HMV.
In fact, you can sometimes get games even cheaper than that with the purple shirts by using their collect at store online service. E.g. Pro Evo 6 is £34.99, Saints Row for £29.99, and all pre-ordered games are £37.99.
The reason I think this pricing hasn't become more widespread is because these are mostly out-of-town stores. If HMV start selling at under £40 then that'll start something, and actually did with Pro Evo. Both Game and GameStation were charging £49.99 for it yesterday but today it's £39.99 - obviously to better match the likes of HMV.
