Fans at PS3 midnight launch

See also: PS3 launch in pictures.

Scores of fans turned out to Gamestation stores in Telford and Shrewsbury, which opened specially for the occasion, to be among the first picking up the new Sony games console.

The new machine retails at £425, with features including blu-ray disc technology.

The discs are a high-definition replacement for DVDs, giving a better picture quality for high definition televisions.

John Haddock, who works at Gamestation in Castle Street, Shrewsbury, said more than 100 people were there at midnight.

"It was fantastic," he said. "I couldn't believe the amount of people and the excitement there was."

Mike Brookes, manager of the store in Telford Town Centre, said pre-orders for the console had been strong.

"It is the biggest launch so far," he said. "Some people have been cynical, but as soon as it comes out and they see it, everyone wants one."

The official launch of the console was at midnight at the Virgin Megastore in London's Oxford Street.

There was a countdown and entertainment laid on - and a special surprise for those queuing when, minutes before the consoles went on sale, Sony announced everyone purchasing one would be given a 46-inch high definition TV worth £2,000 free.

Jonathan Fargher, Sony's UK spokesman, said: "It's ultimately a thank you.

"We wanted to repay the patience and loyalty of all the people who have waited the extra few months for the European launch.

"And we obviously want them to enjoy PS3 in the way it's meant to be shown off - and that's on high definition television."

Experts are expecting strong sales, but not an immediate sell-out.

Michael Brook, editor of gadget magazine T3, predicted it would not match the initial sales of its Nintendo competitor released last year.

He said: "I think it is going to be a bit more of a slow burner than the Wii. It doesn't have the hype surrounding it and it has been delayed so it is difficult for them to keep the momentum going."