UK shops promise to freeze game prices

UK shops have promised gamers they will freeze the price of videogames despite the incoming VAT hike.

VAT will rise 2.5 per cent on 4th January, but shops have told MCV they plan to swallow the cost in order to remain competitive.

However, shops have called on publishers to help them do it – they want the likes of EA, Ubisoft and 2K to sell them games at a lower price.

According to MCV, though, publishers aren't listening.

And some are dismissive of retailer concern. One publisher called it 'panic', saying: "Stores were more than happy to not change prices when VAT was cut – they surely understand this situation works both ways?"

Most PlayStation 3 and Xbox 360 games released in the UK come with a £49.99 RRP, but shops usually knock money off.

There are some exceptions: Activision raised the RRP of phenomenally successful shooter Call of Duty: Black Ops by a fiver to £54.99.