3DS has seen some of the most fevered price-cutting of any hardware launch as retailers from almost all spheres compete for a slice of what's sure to be an enormous gaming pie.
From its original cost of around £230, the console's price has slowly dipped over the weeks, with Amazon selling 3DS for £187 the lowest price. Until now.
Retail behemoth Tesco is offering the machine for just £175 from midnight, according to MCV. With each console costing retailers £173, plus VAT at 20%, this means Tesco will actually lose a staggering £32.60 on each console sold.
Will we see other retailers move to match this price, or is this as cheaply as the console will go? With the console launching in just over 12 hours, we won't have to wait long to find out.