UK retailers are selling Nintendo's DSi console for £119.99 following the announcement of a price cut earlier today.
CVG has been told by senior retail sources that £129.99 is the widely 'agreed' retail price for the device following the drop - but that certain chains have already sliced another £10 off.
The standard price for the console at the likes of HMV, GAME and Amazon is already £119.99 online and at various High Street locations.
Nintendo's announcement said that the new trade price would come into effect on June 18 - but it appears UK retail isn't shy in jumping the gun.
Nintendo maintains that - unlike other hardware distributors - it doesn't set a 'suggested retail price', rather letting individual retailers set their mark-up.