GAME kicks off with a discount on FIFA 14 to Ł27.99 - Ł2 cheaper than Amazon's own Black Friday sale price.
Deals continue every hour until 7pm this evening, with a new discount every 60 minutes.
9am sees F1 2013 cut in price, while 10am brings a deal on Disney Infinity. Square Enix's rebooted Final Fantasy 14 MMO A Realm Reborn will be cheap at 11am.
Midday is Battlefield, 1pm is Rayman, 2pm is some Lord of the Rings DVDs (?), 3pm is some Call of Duty-branded headphones (??), and 4pm is the full Elder Scrolls Anthology, which includes pretty much every piece of official content ever made in that series.
Deadfall Adventures is cheap at 5pm, Football Manager 2014 is discounted at 6pm and Dishonored goes on offer at 7pm.
Spotted a noteworthy deal somewhere else? Let us know in the comments.