Many UK retailers, including GAME, have been ignoring the Pokemon X & Y release date of October 12th, selling it today, a full day early. GAME has apparently even sent out text messages to customers telling them their copy of X & Y is ready to sell. This news comes right as Nintendo has announced that breakers of the release date will be penalized, after some stores in Brazil were found guilty of the same practice.

For those stores, Nintendo has decided to hold future shipments of new games until after their release date. Only time will tell if they plan on issuing the same fate to UK retailers. With the sheer size of revenue that GAME produces, something tells us their penalty won’t be quite as harsh. Pokemon X & Y launches along with the new Nintendo 2DS console.