People camping out for the launch at the Virgin Megastore in Oxford Street were given a 46in Sony Bravia TV with their purchase of the new gaming console.
The 120 or so fans queuing anxiously for their PS3 were kept entertained in the run-up to the midnight launch with a lively group of DJs, break dancers and graffiti artists.
About half an hour before the official launch the crowd was greeted by Sony UK managing director Ray Maguire.
Standing in front of a Sony flat panel TV he said: "This is a 46in Bravia W series. It's an award-winning flat panel, and the good news is I'm going to give you one free."
It took a while for the crowd to realise that every person there was going to receive one of the £2,000 (A$4,877) TVs, at which point applause and shouting broke out among the crowd.
At the stroke of midnight 17 year-old Ritatsu Thomas received the first official European PlayStation 3 as well the TV. According to Sony the other campers will all have their TVs delivered next week.
Thomas, who had been camping out at the store since Wednesday morning, said: "It feels excellent. I might have to play on it when I get home because I'm so excited I wouldn't be able to sleep."
According to a Met Police spokesman there were no reported problems surrounding the launch, despite earlier concerns surrounding people travelling home late at night with an expensive and highly sought after console.
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