Roku isn’t just discounting its existing streaming players for Black Friday, the company is actually introducing a dedicated low-cost device for the occasion: The Roku SE streaming player will sell for just $25 on Black Friday. The new Roku SE will sell through Roku’s website as well as on Amazon and via Best Buy, Walmart and Kohl’s. The company said Wednesday that it will offer special deals for its Roku 3 and Roku Streaming Stick devices as well.

The device looks and behaves very much like other players from Roku: it will offer the same 3000 apps available on the company’s other devices, and play video in 1080p. The device offers both HDMI and analog video out, but from the looks of it, there won’t be an Ethernet port — so users will have to rely on their home Wi-Fi for internet connectivity.

Roku said Wednesday that the SE’s $25 price tag is a promotional offer that will only be available for a limited time. The device’s regular price tag is $50, which happens to be what Roku also charges for its similarly-positioned Roku 1 player. In fact, both devices look virtually identical on paper, which suggests that this may be more about branding and pricing than about adding a new device to its line-up.

Roku recently introduced the Roku 4, its first 4K-capable streaming device. But while that high-end player retails for $130, the company clearly realizes that it also needs to satisfy the low end of the market, especially since competitors like Google’s Chromecast retail for $35.

Correction: 9:55am PT: An earlier version of this post stated that the Roku SE will only sell online. It will actually be available through select retailers as well.