Euro delay is beneficial for PS3 buzz, says Reeves

Sony Computer Entertainment Europe president David Reeves has said that he believes the delay to the European launch of PlayStation 3 is proving beneficial in the long run.

"It's rather like taking a bottle of soda water and we've shaken it so hard over the last six months that when we take the cork off, it's just going to explode," he told Reuters.

"I think that's a better way of looking at it than to say the delay is disappointing. It's not - it's really been beneficial for us. We're going to get it right."

PlayStation 3 launched in Japan and North America last November and will hit Europe on Friday, priced at GBP 425 / EUR 599. Sony has promised 1 million units for day one which, according to Reeves, is part of a strategy to ensure that consumers are able to buy PS3 units even if they haven't pre-ordered.

"We don't want secret shoppers to go in there and say, 'Ah, it's not out of stock, therefore it's not selling,'" he said.

"Indeed, what we're trying to say is we want to make it available to the normal shopper who goes in there and says, 'Do you have PlayStation 3?', and they will say, 'Yes.' And the same for the software."

The official UK launch event for PS3 will be held at the flagship Virgin Megastore at Oxford Street, which opened its doors at noon today for eager gamers willing to camp out to be the first to get their hands on the console.