A number of videogame retailers, including GAME, HMV and Argos, have increased the price of their gaming products to reflect the new VAT increase.
Industry website MCV notes multiple increases by GAME stores, with £39.99 SKUs bumped up to £40.99, and hardware bundles now adding a few extra quid onto their retail price.
A spokesperson for the company stated : "We are working hard with our suppliers to minimise the impact of the VAT rise on product prices but from 4 January 2011, customers will see some increase in our in-store and online prices."