Speaking at the official UK launch of PlayStation 3 last night, Sony Worldwide Studios boss Phil Harrison highlighted the significance of the European market - which he believes is key to the console's success.
"This is the third continent out of three, but it is the most important," he told our sister site GamesIndustry.biz. "It's got most countries, it's the most people, it's the most cultures...
"The fact that we've got the launch here with more consoles shipped on day one that we've ever had in our history is a compliment to the importance of the European market."
PS3 launched in the US and Japan last December, but European gamers have had to wait until now to get their hands on Sony's new console. The official midnight launch took place at the Virgin Megastore on Oxford Street, with most stores across the country waiting to their doors until this morning.