Sony’s PlayStation 3 finally launched last night, with early-adopters and hardcore gamers among the first people in Australia to own the console.
Over 500 retailers around the country threw open their doors as the clock struck 12:00am, expecting the frenzy that accompanied the games console’s overseas debuts.
But most stores were virtually deserted, despite the 20,000 pre-orders Sony said it had received.
Even at the official launch event held at Myer’s Pitt Street store in Sydney’s CBD and attended by Sony’s local managing director, Michael Ephraim, media and security outnumbered PS3 fans until at least 11:00pm.
The scene was a stark contrast to the US launch in November last year, where one man was shot by thieves and fights broke out over limited stock.
From today, Sony will launch into its $6 million marketing campaign, which it hopes will convince the public that the PS3 is not just a games machine but an all-in-one home entertainment system.
The campaign will stress the inclusion of a high-definition Blu-ray disc player, sleek design, 60GB hard drive, web browser and, most importantly, the PS3’s ability to act as a multimedia hub for organising photos, music and movies.
Related Links: Kotaku
, PS3: PlayStation Australia