Dixons takes PSP pre-orders for August

High street electrical retailer Dixons has launched a pre-order service for the PSP, despite the fact that Sony has yet to announce an official release date for the new handheld.

Dixons said it had taken the decision in response to consumer demand and as part of its "commitment to bringing its customers the latest technology first." It anticipates a launch in the UK "towards the end of this summer."

High street specialists GAME also have the PSP slated for a release in the second half of this year, according to recently published financial results.

In addition, publishing sources have privately confirmed that Sony is mooting August as the earliest possible launch date. Since traditionally August is seen as a slow month for the industry, September is more likely.

Dixons customers can reserve their PSPs either in-store or online with a £10 deposit. The company anticipates a retail price of around £179.

"The launch of the Nintendo DS earlier this year gave us a taste of just how much demand there is out there for these feature-packed, great value gaming products," said Bryan Magrath, marketing director for Dixons.

"We recognise our customers want to be the first in line to get their hands on this amazing product as soon as it is available, and urge them to sign up today for our new pre-order service to ensure they don't miss out."