Game is giving shoppers the opportunity to choose which products go on Sale on its Web site in an initiative dubbed Bargain Idol.
The retailer believes the promotional initiative, which will run throughout this month, is the first of its kind.
On Game.net, the reality TV-inspired promotion enables shoppers to cast their votes for one product, out of three, to be discounted. The following day, the item with the most votes will be branded Deal of the Day, and be made available at the reduced price.
Game new media director Dave Evans said: 'In the UK it seems we all love to vote, as long as it has got nothing to do with politics. Until now, all of the nationwide voting schemes have been enjoyable, but have had little direct impact on people's lives. Finding a new pop star never saved anyone any money.'
Game has run Deal of the Day promotions before, but has never allowed customers to dictate what actually goes on Sale.
A Game spokesman said the promotion is not being used as a way of shifting old or unwanted stock, but will include top-sellers.
He added that the scale of the price-cuts on Deal of the Day would be significant. The retailer hopes to see a big increase in traffic through its site this month.
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