Iello Games, which quietly implemented a Minimum Advertised Price policy earlier this year (see “CMON, Inc. Adopts MAP”), has announced on social media that it is suspending that policy for Black Friday weekend.  The suspension of the policy runs from 12:00 a.m. November 23 until 11:59 p.m. on November 26 (i.e., Friday through Sunday). 

The suspension allows online retailers or retailers advertising in-store sales to advertise games at prices below 20% off MSRP, the price threshold in the MAP.  The suspension was alluded to in the original policy, which specified that “From time to time, IELLO may permit Vendors to advertise Products at prices lower than the MAPP retail price.”