The long wait is over. Sony's next generation console has finally launched in Europe.
At Virgin Megastore in Oxford Street in London, the rather subdued crowd were given a special treat.
Everyone who bought a PlayStation 3 worth £425 were also given a 46-inch BRAVIA HD television worth over £2,500 and a taxi home.
In total, the giveaway amounted to £250,000 worth of televisons to more than 100 gamers.
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