Not sure if it was only a rumor at the time that never got dispelled or a bit of backlash over the failed bundling with a PSP but HMV is now NOT the official launch partner for the PS3 when it hits UK stores on March 23. That honor now goes to rival chain Virgin Megastores.

The core of the launch will be held at their Oxford Street location and there will be some giveaways to some grabbing their shiny black beauty early there. Senior Promotions and PR manager for Virgin, Stephen Lynn, is proud of the arrangement. "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. We can't go into too much detail in terms of what we have planned, as we are currently in a period of consultation with the authorities. Needless to say though, the experience and safety of our customers will come first and it will be an amazing launch."

Managing Director for SCE UK Ray Maguire says the customer safety is of major concern to them. He says, "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."