The highly-anticipated Xbox One, Microsoft's new gaming console, went on sale at midnight at Leicester Square as gaming enthusiasts filled central London.
The Xbox One hit the shelves costing 520€ (£429.99) and is being launched alongside brand new games like Forza Motorsport 5 and the latest Dead Rising and Ryse: Son of Rome games.
The newest games, including FIFA 14, Call of Duty: Ghosts, Battlefield 4 and Assassin's Creed: Black Flag, are also available for the device.
The Stig, a character from the popular BBC show Top Gear, arrived in style as he drove a McLaren Superstar from the Forza Motorsport 5 driving game into the square.
Microsoft's Xbox One integrates live TV in an innovative fashion and can control a user's cable, satellite cable box, TV and receiver.