PS3 Street Date Broken In Italy

Darty, a smaller retailer in the boot-shaped nation, seems to be the one that kick-started the "chain-reaction." Darty advertised in Italian newspapers that gamers would be able to pick up PS3s beginning 7 p.m. on Wednesday. In response, Media World (a major Italian retailer that holds nearly 20 percent market share) cancelled its midnight launch for the PlayStation 3 this coming Friday, saying the system would be available beginning at 9 a.m. on Wednesday, when the store opens.

Davide Sher of Trade Interactive Multimedia (TIM) magazine, "the leading specialist publication for Italian retailers," according to Gamesindustry.biz, said, "It's a strange situation. This is the first time retailers have broken street dates by two days."

Sony remains perturbed about the broken street date, to say the least. From its perspective, early sale of its console poses a significant issue for retailers that won't receive units until Friday, or later. Speaking to Gamesindustry.biz, a spokesperson from Sony Computer Entertainment Europe said the company was "deeply disappointed by the unilateral decision of some Italian retail chains to commence the sale of PlayStation 3 to consumers before this official launch date. ... 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 PlayStation 3," Sony stated.

Further, the company cautioned that it will "carefully consider all available options in relation to retailers who have commenced sale of PlayStation 3 prior to 23rd March 2007." Thanks to Gamesindustry.biz for breaking this story. We'll keep you posted on how the PS3 launch unravels in Europe through the weekend.

Source: GWN