UK supermarket chain ASDA's admitted to selling games below cost price in order to offer "value".
The news comes after indie retailer Chips accused the larger UK chains of "bully boy pricing" tactics.
"It might surprise [Chips] and others, but we aren’t making any money on FIFA 10 because the price we have had to pay to the supplier is more than we are charging our customers," an ASDA rep told GI.
"I am sure the other supermarkets are in a similar boat, so to criticise them as 'bully boys' doesn’t make sense to me – how can you be a bully if you are selling something for less than you buy it at?"
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