It might be dependent on availability. Like my local Target has a couple copies of Soul Calibur 6 that are off on a shelf away from the game section. They get listed as limited stock on the website and can't be used as part of the deal.
There's no signage up in the local game section about buy 1 get 1 50% off. You might have to order online and then pick it up at the store. Or you could check with the closest Target associate and ask if the deal applies to in-store purchases or if they'll match Target.com.
i usually use this sort of thing for the $19.99 games. Not seeing a lot that I want at the moment as Target reduces their game stock.