Microsoft's Xbox One game console went on sale in the UK at midnight.
About 300 game shops and 100 Tesco stores across the UK stayed open so gamers could buy the device.
Microsoft held launch events in London, New York and Los Angeles to mark the arrival of the successor to the Xbox 360.
The launch comes a week after the US launch of Sony's PlayStation 4 and sees the two start their fight for dominance during the key Christmas season.
No advantage
Although the PS4 launched first in the US, it will not go on sale in the UK and Europe until 29 November. By contrast the Xbox One went on sale in 13 countries on Friday, 22 November. Neither console is set to be available in Japan until 2014.
Marc Whitten - and chief producer officer, Xbox One, told the BBC Microsoft had experienced an unprecedented number of pre-orders for the Xbox, far exceeding those of the Xbox 360. "I feel very very good about where we are. Today's launch is just the beginning of an amazing journey."
Launches are typically staggered so console makers keep manufacturing costs down, to give makers time to translate content into different languages, and to ensure deals covering what media can be seen on the gadget are in place.
In the UK the Xbox One is expected to cost about £429 (514 euros) and the PlayStation 4 £349 (418 euros).
The more expensive Xbox includes a bundled Kinect sensor that does a better job of spotting movement and hearing sounds than the first generation of the device.
Microsoft also has ambitions for its console to act as a hub for anything seen on a TV, and the device can act as a controller for cable and satellite set-top boxes. Microsoft's Skype net calling system is also integrated into the device.
About 300 game shops and 100 Tesco stores across the UK stayed open so gamers could buy the device.
Microsoft held launch events in London, New York and Los Angeles to mark the arrival of the successor to the Xbox 360.
The launch comes a week after the US launch of Sony's PlayStation 4 and sees the two start their fight for dominance during the key Christmas season.
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| The BBC's Rory Cellan-Jones reports on the gaming battle between PlayStation 4 and Xbox One |
No advantage
Although the PS4 launched first in the US, it will not go on sale in the UK and Europe until 29 November. By contrast the Xbox One went on sale in 13 countries on Friday, 22 November. Neither console is set to be available in Japan until 2014.
Marc Whitten - and chief producer officer, Xbox One, told the BBC Microsoft had experienced an unprecedented number of pre-orders for the Xbox, far exceeding those of the Xbox 360. "I feel very very good about where we are. Today's launch is just the beginning of an amazing journey."
Launches are typically staggered so console makers keep manufacturing costs down, to give makers time to translate content into different languages, and to ensure deals covering what media can be seen on the gadget are in place.
In the UK the Xbox One is expected to cost about £429 (514 euros) and the PlayStation 4 £349 (418 euros).
The more expensive Xbox includes a bundled Kinect sensor that does a better job of spotting movement and hearing sounds than the first generation of the device.
Microsoft also has ambitions for its console to act as a hub for anything seen on a TV, and the device can act as a controller for cable and satellite set-top boxes. Microsoft's Skype net calling system is also integrated into the device.
