Dedicated computer game fans joined a midnight queue at a busy Swansea shopping centre to be some of the first to get their hands on one of this year’s hottest new releases.
More than 60 people lined up outside Game in the Quadrant Centre on Monday night to buy the very first copies of the action packed Gears of War 3, the final instalment in the Gears of War trilogy.
The game tells the story of war hero Marcus Fenix who is released from prison to save the planet from the evil Locust Horde enemy and for the first time the game allows four people to play at once instead of two.
Manager of the store, Chris Rees, said the atmosphere was electric just shortly before doors opened not least because the launch of the hotly anticipated Xbox 360 game was delayed by almost six months making fans even more eager to get playing. More than 200 people had pre ordered the game before the launch.
Speaking just after midnight, Chris, 30, who pre ordered his own copy of the game, said: “The atmosphere has been brilliant and all of our customers have been fantastic.
“It has been great to see so many people here tonight.”
The father-of-one from Neath said he was well used to midnight launches having organised more than 30 in the six years he has been with the company.
He said they were an essential part of reaching out to customers and added: “We are the gaming specialist and so it is very important that we offer this service to our customers. It is not all about increasing sales but sometimes just to make sure we are listening to what our core customers want and need.
“It also helps us spread out demand so there is not a mad dash for the game on the first morning and this means we are making it easier for our customers to get their hands on the latest releases.”
More than 20,000 midnight launches were expected to take place worldwide and waiting patiently in the Swansea Quadrant queue was Rob Walker, a customer services representative for Virgin Media.
The 22-year-old from Sketty was at the launch with three friends and just a few minutes before picking up his new game, Rob said: “It is getting exciting because the moment is drawing closer and closer and I just want to be one of the first people to play it before anyone else.”
He said he would be taking his new purchase straight home to play and had booked two days off work to make the most of the final installment of Gears of War.
He said: “Games like this are escapism and I just find them great fun to play. You become the characters and do things which you don’t do in real life, like become a war hero fighting the bad guys.”
Alan Wallace, Quadrant manager, said the launch had run very smoothly. He said: “I am sure our visitors appreciated the work put in by staff at the Game store to make sure they could buy their copy of Gears of War 3 at the earliest possible opportunity.
“It reflects exactly what we are always striving to do here at the Quadrant Centre which is to listen to our customers and make sure they have the best possible shopping experience.”
Get your hand on a copy of Gears of War 3 by getting down to Game in the Quadrant Centre. Price £39.99. Over 18s only.
The next midnight launch at the Quadrant will take place on September 30 when the FIFA 12 game is launched. To find out more call Game on 01792 646515.
