Sainsbury’s has made a grab for Game’s market share after the troubled games retailer fell into administration on Monday.

The grocer is to increase its stock of video games and has embarked on a new wave of promotions in the category.

Sainsbury’s kicked-off offers on PS3 consoles, 3DS handheld consoles and a number of games including Just Dance 3, Mario Kart 7 and Assassin’s Creed.

Sainsbury’s chief executive Justin King said last week that, while Game had lost market share due to custom migrating online, there were still “significant opportunities” for a bump in sales around the launches of DVDs and games.

Sainsbury’s games boss Gurdeep Hunjan told “Gaming is a key part of our entertainment offering so we are excited to be reducing prices by as much as 40 per cent for this exclusive sale,”

“Our breadth of offer is now bigger than ever before and customers can be assured that they can get the most popular games and consoles from us at outstanding value, whilst doing their weekly shop.”