UK online retailer GameStop.co.uk has cut the price of the Nintendo 3DS to £135.
£134.97, to be exact, with free delivery.
The move is ahead of Nintendo's official UK 3DS price-cut, set for this Friday.
Nintendo's 3DS price cut is a bid to boost disappointing sales in time for Christmas.
In Europe Nintendo does not set the price of hardware. Game, though, lists the handheld with an RRP of £230, and currently sells it for £195.
GameStop's aggressive offer is sure to spark a new price war for the console this week. Will a UK shop dare to go below £100?