GAME marketing director Anna Marcario has told GamesIndustry.biz that PlayStation 3 has more functionality than any other console on the market - a factor which is helping to create huge demand.
"The customer reaction to the arrival of the Sony PlayStation 3 really has been nothing short of phenomenal," she said.
"With a huge range of titles available for launch and having so much more functionality than any other games console, our customers canât wait to get their hands on this incredible machine."
Marcario's comments came after GAME announced that it will no longer be holding a midnight PS3 launch event at its Oxford Street store, following police concerns about the safety of shoppers.
After consulting with the police, GAME has decided to open the store at 7am instead - but only for the first 150 gamers who pre-ordered PlayStation 3 units. They will be given breakfast and PS3 goodie bags. The store will be open to all customers from 9am onwards.
Earlier this week, high street retailer HMV also announced that it would be opening in the early morning rather than at midnight as previously planned. However Sony's official launch partner, Virgin Megastore, will be hosting a midnight event.