PS3 on sale early in Italy

While people in line for the PlayStation 3 in the UK have camped out all night and will have to wait till the clock strikes midnight to get hold of the console, it has already gone on sale in Italy.

Small Italian retailer Davy broke the street date after placing an advert in national newspapers saying that the console would go on sale in its stores from 7 p.m. on Wednesday, March 21, reports GamesIndustry.biz.

In response, Media World also announced it would be selling the console early, from 9 a.m. on March 21, and would be cancelling its planned midnight launch event. GameStop in Italy was also said to be considering breaking the street date.

However, specialist game retailers could be at a disadvantage, since many don't receive units of the console early and therefore cannot offer the console until the official time. Concerns have been expressed that these outlets may lose out as customers load up on consoles that are being sold early at other stores.

A Sony spokesperson told GameSpot, "Sony Computer Entertainment Europe is deeply disappointed by the unilateral decision of some Italian retail chains to commence the sale of PS3 to consumers before this official launch date, and we will carefully consider all available options in relation to retailers who have commenced sale of PS3 prior to 23rd March 2007."

"Such decisions run counter to our policy of consumer protection which seeks to ensure that all of our consumers have an equal opportunity to purchase PS3."