GAME wants your 3DS launch dollar and is going to extreme lengths to get it it, with multiple give aways, queue snack support, and a massive number of participating stores.
Eurogamer reports 482 GAME and gamestation stores will cater to the midnight launch, as opposed to HMV's suddenly measly 100.
As the retailer has pledged to award a free 3DS to the first person in every queue, that's 482 free consoles up for grabs.
Those who head into GAME on Oxford Street have further chances to win, as the first 100 queuers will score a 3DS game of their choice.
Other giveaways include shirts and snacks as the evening draws on, plus entertainment from Iain Lee, who I'm told is one of your English co-med-i-ans. Great.
Just want a console? See Keza's run down on tomorrow's launch. US brethren will have to wait until Sunday.