Midnight Madness as 360 Hits UK

Microsoft ushered in the next generation of videogames for Europe with the eagerly awaited launch of Xbox 360. Full story and photos inside.

In addition to a special London launch party held in Leicester Square, Microsoft teamed up with the flagship GAME store on Oxford Street to open at midnight and sell the very first UK Xbox 360s (not including the ones given to us a few weeks ago, of course).

Patient and dedicated gamers braved the elements to be the first in line to get the hot new console, but there could only be one winner at the front of the line: Kevin Sage, 33, from south London, became officially the first UK Xbox 360 customer, having waited in line outside the store from 2.45pm.

Retailers say that the console has sold out everywhere, while analysts reckon it has sold 400,000 since its launch in the US last week. As expected, forward-thinking gamers who pre-ordered Xbox 360s are now clawing in profits on eBay, easily selling the machine at double its retail price and beyond. Some Xbox 360s have even sold in the States for the equivalent of £1,200.

One of GAME's midnight customers told AOL Games from his place in line, "I've been here for ages, but there's no way I'm missing out on a 360 tonight. I've got to have it as early as everyone else, and just can't wait to get online tonight and start playing people at Gotham 3 over Xbox Live. But the thing is that I'm terrified I might only end up with the Core Pack which means I'm [in a difficult position]!"

Nonetheless, determination kept more than 200 hopeful customers in the Oxford Street queue.

Many Xbox fans have been trying their best to avoid the cheaper Core Pack, which includes just the console and a wired controller, but none of the advanced peripherals that really take advantage of the system's new capabilities, as found in the Premium Pack - wireless controllers, the Hard Disc, and more.

However, at £209.99, the Core Pack will be the only affordable option for some gamers, who may be interested simply in playing the new games without some of the new features afforded by the £279.99 Premium Pack.

On Friday morning, more gamers got up early to see if they could find any 360s on sale that hadn't been immediately snapped up by pre-order customers. Unfortunately for many, queues had been forming from as early as 4am, according to reports.

Getting hold of an Xbox 360 anywhere in the world has been a bit of a 'game' in its own right this last week or so.

Back at the launch party, invited guests walked home with some of the most exclusive Xbox 360 faceplates yet seen. Microsoft has been giving out special "limited edition" faceplates at events since May, as a way for owners to spice up and even personalise the appearance of their Xbox 360 console. At Thursday's party, Microsoft had a cool new idea.

The company hired 'Gorillaz' designers Zombie Flesh Eaters, and creative group Beat 13, to create a huge graffiti wall art design especially for the launch. The colourful design was then divided into 600 pieces - each getting mapped onto an Xbox 360 faceplate, making each one totally unique.

A countdown to midnight culminated in a series of explosions and some champagne - while the tills in overdrive back at the GAME store could almost be heard from a mile down the road.

Kikizo Staff