Despite incoming VAT rise.
UK shops have promised gamers they will freeze the price of videogames despite the incoming VAT hike.
VAT will rise 2.5 per cent on 4th January, but shops have told MCV they plan to swallow the cost in order to remain competitive.
However, shops have called on publishers to help them do it they want the likes of EA, Ubisoft and 2K to sell them games at a lower price.