The UK"s retail price war on games has taken an even more aggressive turn with news that supermarket giant Sainsbury"s is planning to slash the price of Xbox 360 to  £100 (Edge Staff76).

According to a report in MCV, the Arcade pack will drop in price from £129 to £99. The Xbox 360 60GB will be  reduced from £169.97 to £139.97. Wii is also to be cut in price. The deal will last for the next week.

UK retailers have targeted games and consoles as an ideal loss-leader in order to increase traffic and market-share. Chains like Asda and Morrisons have slashed up to 50% off the price of new, hit games, much to the chagrin of UK publishers forced to carry the cost of reductions.