Console price-cuts usually take place a couple of years into a system's lifestyle, but the poor Nintendo Wii U has already been significantly devalued by one major retailer just three months after its UK launch.
In what seems like a desperate bid to shift some of the inventory following lower-than-expected Christmas sales, the company is now selling the Basic 8GB console (without games) for £199 on the Asda Direct site, down from the RRP of £249.
The 32GB Premium black version of the machine, complete with Nintendo Land, is now available for £249, which is also £50 off Nintendo's suggested price-tag.
Others to follow suit?
However, the £199 console-only deal isn't the cheapest we've seen yet. The ShopTo website is offering the Basic package for £190, but ASDA appears to be the first major retailer to dip below £200.
With the Sony PS4 coming later this year and the next-generation Xbox likely to be revealed in the coming weeks will a £50 saving make any difference to the apathy that has surrounded the console since its release in November?