It's quite ironic how 15 yrs ago nobody could afford £20-£25 for a game (Because of pocket money).. Now my kids have a DS and PSP and GBA and they have loads of original games which they paid for themselves (and they currently only get £3 p/w each but can earn more cash by helping out around the house)..
They save and save (we buy sweets etc in bluk so they rarely waste money) and also spend xmas/birthday/easter money etc on games..
They don't complain or whinge that they can't have this or that (well sometimes they do) they simply save up for the game(s) they want and once they have the new game it is all they play for a while!