Italian gamers have been picking up PlayStation 3 units this morning after retailers across the country chose to start selling the console two days early.
Speaking to GamesIndustry.biz Davide Sher of Trade Interactive Multimedia (TIM) magazine - the leading specialist publication for Italian retailers - said, "It's a strange situation. This is the first time retailers have broken street dates by two days."
Sher explained that problems began to emerge earlier this week when retail chain Darty, which has a 20 per cent share of Italy's videogames market, took out adverts in national newspapers.
The adverts stated that customers would be able to purchase PS3 at Darty stores from 7pm on Wednesday - regardless of the fact that the official launch date is set for Friday March 23.