Playstation 20th Pop up Store in London / by Aisha Anime

The address of this store was hinted in a video as they were giving away PS4's for £19.99

The address of this store was hinted in a video as they were giving away PS4's for £19.99

Unlike in the US, Sony decided it didn't want to open online sales for the limited edition PlayStation 4. Instead, it put 94 consoles aside and invited hardcore gamers to camp outside the PlayStation '94 pop up  Store for a chance to purchase the limited edition console for just £19.94 (with all proceeds going to gaming charity GamesAid).

This wasn't just a walk in offer, people started queuing the night before at 6.30pm (I am told by one of the lucky owners) till the morning at around 11.30am they were let into the shop. The first 100 (but cut down to 94) where given wristbands and told before hand in a video to bring a retro piece of PS memorabilia with them - and utter the catch phrase hidden in the video: "I crashed my Bandicoot."

ps4 anniversary

Unless you lived locally in London and happen to have a free schedule, you wouldn't have been in the running. Sadly there were lots of touters there to sell on the consoles. Strangely Jonathan Ross was in the shop helping behind the till, I wonder if he got a free console as payment? 

Sony UK boss Fergal Gara has told Eurogamer that the company will sell more PlayStation 4 20th Anniversary Edition consoles online to UK customers from Monday, 15th December - at the normal price of £399 once this batch is sold there are no plans to make more.

Sony UK boss Fergal Gara was working in the shop wearing a shell suit alongside Jonathan Ross. Sony delivered some 'retro' food (Curly Wurlys, crisps, bananas) to the crowd. I just can't imagine how the crowd withstood the cold standing out the shop all night.

The shop was open for approximately a week and is now vacant, thank you Malcolm Critchell for the great photos ! Was it worth the wait, some say yes and others say Sony did not anticipate the popularity and did not cater to the tired, cold and hungry people instructed to stay in the queue or lose their PS4.... What do you think? Was it a great marketing tactic?

Aisha Anime

Photos by Malcolm Critchell

Photos by Malcolm Critchell