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You kind of just have to shop around for it.
If you're not really interested in having the latest and the greatest right away, do the smart thing and check sale flyers every Sunday for the latest price hits on newer titles. I usually wait for games to go on the inevitable 10-20 dollars off sale (console games rarely do this anymore, however).
Otherwise, drop the cash on a membership at GameStop and get the extra 10% off on used games - it makes one helluva difference if you're going to be buying a lot of them. And if you get to know the people who work there, then you can often get them to let you know when a newer title has come back as a used copy, and snap those up before other people do.
You can usually get games for 10-20% off that way from the new price, which is good.
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