Supermarket price slashing continues

Fears over whether supermarkets will slash prices on more new titles this Q4 are looking justified today, as ASDA reveals that it will sell Codemasters’ Operation Flashpoint 2: Dragon Rising at 27 from midnight tonight.

The offer comes after supermarkets offered FIFA 10 for sub-30 last weekend – with Tesco leading the way at 24.97.

The Operation Flashpoint deal has been advertised in the national press this morning, and applies for both the PS3 and Xbox 360 versions of the game.

Asda has confirmed to MCV that the offer will run for a week. According to Amazon, Operation Flashpoint: Dragon Rising carries an RRP of 49.99.

Discussing supermarket price cutting, Codemasters CEO Rod Cousens told MCV magazine today:

It is free market forces at work and it is a matter for retailers to make decisions which they consider to be beneficial to their business.

"There could be a view that in doing so it highlights a reduction in retail trade margin requirements going forward, thereby benefiting the content providers. In the final analysis, the consumer wins, and if that means more software is sold then how good is that?”

Operation Flashpoint is enjoying positive reviews in the specialist press, and is widely seen as one of the most anticipated action games of the Christmas period.