|
|
UKMusic.com Ltd
Copyright © 2007
All Rights Reserved
|
|
|
Mar
23
2007
|
Sony Rewards The Faithful As The PS3 Finally Launches In UK |
|
|
|
Friday, 23 March 2007 |
 The Playstation 3 finally officially launched in the UK last night in the Oxford Street Virgin Megastore, at a midnight event where a disbelieving and ecstatic queue of fans walked away with not just the console, but a free Sony Bravia 46’ TV. The announcement was made just 20 minutes before the first console was sold to waiting fans who responded with surprised cheers. While the Playstation 3 has been slammed by negative press over its high price point and late arrival to the UK, it didn’t stop some fans from queuing up to be the first to own one, even through unlike during the US and Japan launches, Sony had promised supplies would be plentiful.
A handful of hardcore fans had camped out from Wednesday, sleeping in the store as Virgin, acting on security concerns from the Metropolitan Police, set them up in the retail basement. Despite the decision by other high street stores, including HMV and Games, to call off their midnight launches, Virgin said they had consulted with the police and council who approved their plans. Stephen Lynn, spokesman for Virgin said, “The main watch word for this has been for our customers, the gamers, to have fun, but in a safe environment.” Some of the fans who stayed over night said that they had been looked after by the store but it hadn’t been an easy night. The second person in the queue, 19 year old Shadie Chatfield, who had brought her boyfriend along to keep her company said, “It was a nice for the experience, but sleeping was really difficult, we only got about 4 hours sleep each.” Those queuing had been able to play a PS3 in the basement set up for them, helping to wet their appetites and pass the long hours.
By 11pm, those few already waiting were joined by many more and the store closed to the rest of the general public, in a kind of ‘gamers lock in. ’ Sony built up the excitement as time went by, first announcing that the a person at random would be getting his PS3 for free, then letting the 125 fans know that they would be getting a copy of Resistance: Fall of Man with the console, before dropping the bombshell of the free Sony HDTV’s. Sony’s UK boss Ray Maguire addressed the fans in front of a large flat screen TV, saying,” This is a 46-inch Bravia W series. And do you know what the good news, is guys? I'm going to give you one free. “
Doubtful mutters turned to excited cheers as the news was confirmed. The gift of a £2000 TV to each member of the 125 strong queue certainly left the small turnout gamers who had made the effort very glad to be there. Joe Turner from North London, who had been a late addition to the line said, “I’m very happy and very surprised, it’s been brilliant. I have a PS3 and I’m also about get a 46’ TV for my bedroom.” The tills opened for sale following the countdown at midnight and the first person in the queue 17 year-old Ritatsu Thomas, who had been camped at the store since 5am on Wednesday, posed for photographs, before being driven home in a hummer, courtesy of Sony. He wasn’t the only one to get a lift home last night, as Virgin arranged for everyone who had a bought a console to be taken safely home by cab, compliments of the store. Game and HMV held their own official launches at 7 am this morning.
The arrival of the PS3 in Europe marks the true start of the race between Microsoft, Nintendo and Sony’s the next generation consoles, with many pundits arguing that as the late comer, with the highest price point Sony has a lot of ground to make up. It isn’t something however that Sony feels will hold the console back. In a brief interview with UKMusic.com David Wilson, Head of Sony’s UK PR said, ” We’ve actually never been first to market, contrary to what people will have you believe, because both the original Playstation and Playstation 2 launched with established competitors in the market already. PS2 went out and Dreamcast had a year ahead of us there with the first ‘next generation’ machine, so I don’t think it’s about first mover advantage necessarily. The second thing is, basically it’s the most powerful machine out there, and it’s the latest greatest technology.”
Going on to describe the PS3 as ‘supremely powerful’ he said that as developers get more adept at pushing the technology, the differences would become clearer adding, “It’s a very powerful piece of kit, and I wouldn’t underestimate, to use the old cliché’, ‘the power of Playstation.”
Written By : Sam Bandah
 |
|
|
|
|
|
|
