GTA IV finally arrives on the high street

Rockstar’s eagerly awaited sequel went on sale today and, as expected, demand has been huge for the title. Retail has been preparing for the arrival of the game with a huge amount of pre-sales and some stores opening in the early hours this morning.

Microsoft has fiercely marketed the game in a bid to notch up more sales on the Xbox 360 than the PlayStation 3 and with a greater installed base, some analysts have predicted the 360 is likely to win more GTA IV sales initially. Sony released a hardware bundle to counter the move.

Media coverage has been at an all time high. Adverts have flooded national press and TV, while unprecedented news coverage has been given over to the title.