Tesco has slashed £15 off the price of the 4GB Kinect Xbox 360 bundle - becoming the first supermarket to defy Microsoft's Suggested Retail Price as eyes turn to Christmas.
The deal is available in store, and compares favourably to the retailer's major online rivals.
Amazon is selling the 4GB bundle for £249.99, whilst the pack is available on Play.com's marketplace for £276.
The bundle includes an Xbox 360 with 4GB Flash Memory, Kinect and Kinect Adventures.
Tesco is advertising its deal in national newspapers and on terrestrial TV stations.
However, there's no guarantee the supermarket will be flush with stock. Early signs suggest that Kinect may be a sell-out by the time December rolls around.
Kinect Sports, Microsoft's flagship solus release for the device, grabbed the No.4 spot in this morning's official UK All Formats chart.