I used to work at HMV, and it's possible... but it's just a price match, they wont give you a discount like FS or BB. The only catch is that the store you are wanting to match with will actually have to have the item in stock or they wont give you the same price. When I was there they would make us call places just to make sure they had it in stock or we wouldn't match the price. It also wont work for one day deals... and I'm not 100% sure if they'd do it with video games. I'd say YMMV.