Sony promises spectacular in-store launch
Sony Computer Entertainment UK (SCE UK) has picked Virgin Megastores as the UK retail partner for its launch of PlayStation 3 (PS3).

The hotly anticipated launch will take place at the Virgin Megastore on Oxford Street in London and will include merchandise and incentives for customers to collect their PS3s in the store.

PS3 senior promotions and PR manager Stephen Lynn said: 'The PS3 is, without a doubt, one of the most anticipated console launches ever, so it is very exciting to be able to offer our customers the complete Sony experience at launch.

'We can't go into too much detail in terms of what we have planned, because we are in a period of consultation with the authorities. Needless to say, the experience and safety of our customers will come first and it will be an amazing launch.'

SCE UK managing director Ray Maguire added: 'Virgin Megastores is the perfect partner for the launch of PS3.

'We are well aware how patient and loyal our customers have been waiting for PS3 to arrive and fully intend to reward them with the launch they deserve. Plans are already well underway and we are working with local authorities to ensure we deliver the best console launch ever.'