GAME is promising customers a guaranteed £40 trade-in value on select Xbox 360 and PS3 titles if they are exchanged for their next-gen equivalents.
The UK retailer is offering £40 credit on Xbox 360 and PlayStation 3 copies of FIFA 14, Battlefield 4 and Call Of Duty: Ghosts, which can then be spent on the Xbox One and PlayStation 4 versions of the same game.
Essentially, this means players can buy the current-gen version of any of these games and 'upgrade' to the next-gen version for £10 to £15, depending on GAME's next-gen title pricing.
The offer - which is only available in-store - runs until December 24, meaning there's no requirement to immediately trade on launch day.
Activition had already announced that players would be able to upgrade Call Of Duty: Ghosts from current gen to next gen for £10/€10/$10, with all Season Pass Content and in-game progress carried over to the next-gen system.
Sony's Andrew House also confirmed during Gamescom that certain PS3 games can be upgraded to PS4 versions at a "significantly discounted price". Those games include Watch Dogs and Assassin's Creed IV: Black Flag.
It was then clarified that publishers would decide the upgrade fee, rather than Sony itself.
GAME's deal will give customers more incentive to transition to the next generation of consoles, though it will also lead to an influx of pre-owned versions of newer games.
Last year, Ubisoft chief executive Yves Guillemot complained that the next-gen wait had been too long, saying: "I think that the new consoles will give a huge boost to the industry, just like they do every time that they come. This time, they took too long so the market is waiting."