Long queues are likely at video games shops today as Sony launches its much-hyped PlayStation2 games console.
Just 8,000 will be available in Irish shops, with half of those pre-sold, according to a Sony spokeswoman.
The consoles, which offer state-of-the-art graphics and a built-in digital video disc player (DVD), are aimed at young games enthusiasts as well as the 30-plus age group. However, unlike some of its competitors, the new game does not feature Internet access.
Pent-up demand - fuelled partly by supply problems which have seen the Irish and European launches postponed until today - means that all units are likely to be sold out within hours.
Unlike some of its European counterparts, Sony Ireland decided not to establish a pre-order scheme itself, but many retailers have opted to set up an in-store, pre-order system.
Around half the retailers Sony is supplying have chosen to pre-order, with the remainder selling on a first come, first served basis. The sight of hundreds of people queueing to try to buy a console may be a major feature today.
However, many are likely to be disappointed. Virgin Megastore in Dublin, which is selling on a first come, first served basis, said it expected to sell its quantity of 50 games within 15 minutes of the store opening.
And despite the Sony spokeswoman claiming that a further 12,000 consoles would be available in the run-up to Christmas, a spokeswoman at Virgin said it was not expecting to receive more until next March.
Even stores which have already pre-sold their allocations, such as Smyths Toys in Tallaght, said it expected long queues of hopeful shoppers today.
"We are expecting queues - it's going to be hell," said the manager of one store which has already pre-sold its quota.
In what is being billed as the biggest electronics consumer launch in Irish history, Sony is spending £1.2 million on an all-Ireland advertising and marketing drive behind its new games console. But this pales into insignificance compared with the revenues the console will generate for Sony, particularly as Ireland has the highest penetration of Playstations in the world after Japan.
Sony said it expected to sell more than 45,000 units in Ireland between today and March 31st. With units retailing at £380 each, this would represent revenues of £17 million.
Games for the new system will cost around £50. The company expects to sell two games for every console sold, according to Mr Niall O'Hanrahan, managing director of Sony Computer Entertainment Ireland. This would generate additional sales of around £4.5 million.
Sony continues to blame a shortage of supplies of some components at the only factory producing PlayStation2 consoles, near Tokyo, for continuing delays in getting units to shops.