Their target: the first Microsoft Xbox videogame machines to go on sale in Australia. Consumers had queued since as early as 3pm in the afternoon to secure prime positions in the line of fans which stretched over several hundred metres.
Special deals available only on the night allowed each customer buying an Xbox to get two free games with their purchase. Every Xbox-buying customer also went into the draw to win a Black Chrysler Jeep Wrangler valued at $41,997 with a special Xbox paint job.
As the doors were flung open, at least 500 fans streamed into the store, an event which was echoed in Melbourne and at other consumer electronics stores such as Dick Smith Powerhouse.
Microsoft representatives were positive about the games on offer.
-We've quite definitely got the best launch line-up in history," said Richard Hirst, Microsoft Xbox Product Manager.
Launch titles included the universally acclaimed futuristic wargame -Halo" and a vivid environmentally-conscious adventure called -Munch's Oddysee". Another title called -Dead or Alive 3" is the latest version of a popular street-fighting game.
The games available at launch times cover a wide variety of genres -- Mr Hirst was confident that all of the titles available would satisfy consumers. One way to gauge popularity of games is a sales statistic called the -attach rate". This is calculated as the amount of machines sold divided by the number of games. Mr Hirst continued:
-The industry is measured on the attach rate. And we're expecting to see good things in that department,".
Surprisingly, most customers were over eighteen, with many couples turning up to buy Xboxes together.
The Xbox is targeted at an older market - at $649 it is the most expensive gaming console on offer and produces the most impressive visuals. This demanding older audience belongs to a peculiar modern marketing niche, the so-called -hardcore gamer".
For more information on the Xbox, read our Hardware Review from ZDNet Reviews channel.
LOL - news or ad? And for the record, anyone who keeps up with www.ausgamers.com can tell you the first X-boxen that went on sale were in a Sydney K-Mart on Friday and Saturday, before Micro$oft got wind and shut them down....