American mega-shop GameStop launched its UK online store last night.
Some GameStop UK game prices are lower than on competing sites. Batman: Arkham City can be pre-ordered for £29.97 on GameStop - £10 cheaper than on the Game or HMV website.
PlayStation Vita (Wi-Fi) can be pre-ordered for £209.97 from GameStop - £20 cheaper than Game and HMV.
Modern Warfare 3 costs £41.97 on GameStop - £3 cheaper than on Game and HMV. Battlefield 3 costs £36.97 on GameStop - £3 cheaper than on Game and HMV.
It is important to note, however, that GameStop carries a shipping cost of £2.
"I don't know about ever being the cheapest place to buy games online, but we'll definitely give the best value," GameStop UK commercial director Mick Finucane promised Eurogamer this morning.
"And by value I mean that we'll have good prices, great range, great selection of titles and products that you can't get anywhere else, which is key for the gamer. We really want to bring a better range, better variety for the core gamer out there."
"Yes, price is very important ... but our primary focus is to bring [customers] a new experience that they can't get anywhere else."
Mick Finucane, commercial director, GameStop UK
"Yes, price is very important and we're going to be bringing as much value as we possibly can going forward," reiterated Finucane, "but our primary focus is to bring [customers] a new experience that they can't get anywhere else."
GameStop-exclusive deals are the "key", explained Finucane. The first GameStop exclusive is the Animus Edition of Assassin's Creed: Revelations. This offers an encyclopaedia book, animated short movie disc, soundtrack disc, snazzy box, the AC: Revelations game and additional downloadable content. The DLC is a Vlad the Impaler Prison mission, the Armour of Brutus, capacity upgrades and Crusader and Ottoman Jester multiplayer costumes.
GameStop UK sells the Animus Edition of Assassin's Creed: Revelations for £69.97. The Standard Edition of AC: Revelations costs £29.97, which is £10 cheaper than on Game or HMV.
"You'll start seeing more and more exclusive offers come through as they're announced," Finucane said. "At the moment the announcement is the Animus Edition. But over the coming weeks you'll see plenty more exclusive titles being available."
There will be continuing offers on GameStop UK on "a daily basis", although many will be limited. "Try and take advantage of them while they're up there because they will change," Finucane advised, noting that old deals will be replaced by "new offers on other things".
"The plan is that we will implement a similar program in the UK."
Mick Finucane on Impulse digital distribution
GameStop's plans aren't all focused on physical goods. GameStop bought digital distribution platform Impulse earlier this year, and begun selling downloadable PC games to US customers.
"The plan is that we will implement a similar program in the UK," confirmed Finucane.
UK mega-shop Game told Eurogamer it wouldn't comment on GameStop's UK online arrival. HMV also told Eurogamer it wouldn't comment on a rival shop's business until this was "deemed necessary".
GameStop, born in the USA, operates a global business that includes 6573 shops in 17 countries. GameStop also owns browser-based gaming site Kongregate, Game Informer magazine, streaming company Spawn Labs and, as mentioned, digital distribution service Impulse.