Neymar will remain at Paris Saint Germain after the French giants put another world record fee on the head of the Brazilian.
Reports understands PSG and Barcelona had a verbal agreement in place for the transfer of Neymar.
The saga has rumbled on all summer and reports last week suggested a deal had finally been agreed between the two clubs.
The two clubs held face-to-face talks and PSG are believed to have intimated to Barcelona that an offer of £180m (€200m) would take Neymar back to the Nou Camp.
But reports understand reports it all appears to have been a bluff from the French champions.
It is claimed PSG chief Nasser Al-Khelaifi met with club officials at the start of the summer, after Neymar confirmed his intentions to return to Barca.
But he also told them in secret that he wouldn’t go cheap, and slapped a £272m (€300m) price tag on the player.
PSG knew Barca were never going to get anywhere near that price, with the Spanish champions having to meet FFP guidelines.
They are believed to have offered Philippe Coutinho in their initial offer, while Nelson Semedo and Ousmane Dembele have both been mentioned in the final weeks of the window.
But neither player was keen on the move and despite Neymar’s plea for the deal to happen, he has not got his wish.
Barca remain confident Neymar will return to the Nou Camp, either in January or in next summer, with the Brazilian turning 28 in February.