Microsoft takes $20 off Xbox--Sony takes $100.

Each year a new gaming system makes it's way to consumers causing pandemonium in department stores across the globe.

Game heads stand in line for days waiting to be one of millions to have the latest revamped PlayStation system or Xbox 360, adding billions of dollars in revenue in the pockets of the manufacturer. Microsoft, however, has decided to cut consumers a break by shaving a whole $20 off of its Xbox 360 HD DVD player.

Starting Aug. 1, the price of the Xbox 360 add-on will fall from $199 to $179, the company announced at Comic-Con International. In addition, in an extension of Toshiba's "Perfect Offer" of five free HD DVD discs -- previously exclusive to Toshiba HD DVD Players -- consumers who purchase the Xbox 360 HD DVD player between Aug. 1 and Sept. 30 will be able to choose five free movies from a list of 15 through a mail-in offer, providing a $140 retail value at no extra charge.

Sony recently dropped prices by $100 on its PS3, which includes a Blu-ray player.

Let the gaming wars begin

Following suit, not wanting to be outdone, Sony has announced Thursday that Target has chosen to exclusively carry Sony Blu-ray Disc players in its stores, beginning this fall and extending at least through the holiday season.

The Sony BDP-S300 Blu-ray Disc player will arrive in Target stores in October as part of a holiday feature endcap. The endcap will feature a list of movie titles from a variety of Hollywood studios, Sony said.

The Blu-ray Disc and HD DVD formats are vying to become the next-generation standard that will replace today's DVDs. The HD DVD format is backed by a consortium headed by Toshiba, while Blu-ray is backed by a group led by Sony.

Until the dust settles, consumers face a difficult choice as to which format they invest in.