Sony has confirmed that they will be holding their whistle blowing, feet stomping, party popping Playstation 3 launch day spectacle at Virgin Mega Stores on Oxford Street in London. Eager Sony fans who join the queue, keen to get their hands on the console, will receive official merchandise from the company.

It's slightly surprising that Sony haven't opted for HMV on Oxford Street who recently hosted the successful Wii launch and previously hosted the company's PSP launch night.

"The PS3 is without a doubt one of the most anticipated console launches ever so it is very exciting to be able to offer our customers the complete Sony experience at launch," commented Stephen Lynn, senior PR and promotions manager at Virgin Megastores.

"Virgin Megastores is the perfect partner for the launch of PS3," added SCE UK MD Ray Maguire. "We are well aware how patient and loyal our customers have been waiting for PS3 to arrive and fully intend to reward them with the launch they deserve. Plans are already well underway and we are working with local authorities to ensure we deliver the best console launch ever."

The Playstation 3 is due to launch on March 23rd in the UK.