The Nintendo Wii U "will definitely be less than £249" when it launches later this year, a purported senior publishing source has claimed.
Speaking to MCV, the unnamed executive claimed that Nintendo will please retailers who are calling for a sub-£250 RRP to avoid a sales slump that affected the 3DS.
Retail spokespersons have also weighed in on the issue.
"It's important we don't go down the 3DS route of retailer-led discounting both pre- and post-launch," Play.com games buyer Keith Sharp told the industry paper.
"I'm really impressed with Wii U, it's got a good mix of insanely addictive mini-games and traditional 'gamers' titles," he added.
In June, Nintendo of America director Reggie Fils-Aime said he expects consumers to be "pleasantly surprised" by the Wii U launch price.
Japanese business paper Nikkei has previously claimed that the console will cost about 30,000 yen, which roughly converts to around £250.
Although Amazon initially listed the Wii U for £199 and began to take pre-orders it was later forced to cancel all pre-orders and said it didn't know the price.
Despite this blunder, Amazon's German arm has listed the console for €349 but it is suspected the price is speculative.