GAME has promised to combat the inevitable VAT-forced rise of videogame prices by even more aggressively discounting games through bundles and special deals.
Yesterday a game cost Ł39.99; yesterday VAT was 17.5 per cent.
Today, however, a game costs Ł40.99, due to the new VAT level of 20 per cent.
"We are working hard with our suppliers to minimise the impact of the VAT rise on product prices but from 4 January 2011, customers will see some increase in our in-store and online prices," a GAME spokesperson told MCV.
"However every week, customers will also see that we have a wide range of special deals and promotions that offer a greater discount than the VAT rise and offer incredible value for our customers. These will continue in 2011 and we are confident that customers will see that we provide value and expertise that they can not find anywhere else."
MCV also confirmed an overnight price-hike with Amazon.
ShopTo and Argos appear to have followed suit.