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Alienware Arena has a new promotion up at their site. Sign up/sign in to your account and you can get a Free Steam Coupon good for 85% off Serious Sam 3: BFE. That would make the game around $6.00 after the coupon.
It says:
Error!
deal_not_eligible
when i press claim now
Weird. Looks like other people are reporting the same issue when you read the comments on the page. I’ll put up an update when I hear more.