You'd better put in your order for a PlayStation 4 before next Monday if you want to make sure you'll be plugging the new console into your telly on launch day. That's according to "retail sources" talking to games industry site CVG, which reckons there's an unofficial deadline of 5 August for pre-orders.
Sony has reportedly told high-street games shops in the UK that demand has been so high for the PS4 that it can't guarantee that pre-orders taken later than this week will be fulfilled on the day the next-gen console arrives.
Your local Lynx-smelling games emporium will have more units specifically for people who haven't pre-ordered, so queueing up for the traditional midnight hoo-ha is a viable -- if risky -- tactic for bagging a machine as soon as humanly possible.
The story doesn't specify if online retailers will be subject to the same restrictions.
Sony had no comment to make on the matter when I contacted it. "We have no further information to share at this time on our release strategy for PlayStation 4, which is scheduled for launch this holiday season," the Japanese company said in a statement.
Launch shortages are traditional for the most hotly anticipated tech, and this chimes with what Sony's Jack Tretton had to say about the PS4 back in June: "Given the technology that we're offering, given the software lineup, given the price point we have, that we'll have consumers interested in excess of what we're able to manufacture."
The PS4 is due here some time before Christmas, with no specific date yet announced for any country. It'll cost £349. Microsoft has said its rival £429 Xbox One will be out in November, probably at the very end of the month.
Have you got your pre-emptive PS4 pre-order in? Or are you plumping for Microsoft's machine? Proclaim your choice down in the comments, or on our prevaricating Facebook page.