Online retailer Play.com is taking six times more pre-orders than it received for PS3 than X360 - and 15 times more than the Wii.
That's according to head of games Gian Luzio, who told GamesIndustry.biz that PS3 is "the most pre-ordered console yet" for Play. The retailer is offering a GBP 524.99 bundle which includes first-party titles MotorStorm, Resistance: Fall of Man and Genji.
Play also ran pre-order schemes for the Wii and Xbox 360, but some customers were left disappointed when they failed to receive their consoles on day one.
"We underestimated the demand and we were very disappointed that we could not fulfil all pre-orders due to stock shortages," admitted Luzio.
However, Play has pledged to deliver all pre-ordered PS3 units on launch day, with Luzio stating, "We have taken the necessary steps to ensure that customers will only be able to pre-order the system up until Play's allocation has been reached.
"We will always want more consoles to satisfy customer demand, however, we are satisfied that Sony are doing all they can to fulfil demand," he added.
Luzio went on to say that the inclusion of a Blu-ray player in the PS3 will have a "massive impact" on the retailer's business.
"Figures from the US show that Blu-ray movie sales are outselling HD-DVD by a factor of 2:1 since the launch of PS3 and we have similar sales expectations.
"In addition to the games and movie growth we expect to see a large increase in the sales of 1080p TVs to make full use of the PS3's superior resolution," he concluded.
It's not just Play which is seeing healthy pre-orders for PS3, according to Sony. A spokesperson told GI.biz, "With an unprecedented day one shipment of 1 million machines into Europe and a software catalogue of over 30 titles available at launch, retailer feedback has been overwhelmingly positive.
"Woolworths, Amazon and Play, to name a few, are reporting record breaking pre-orders and an overwhelming demand for PS3".
The PlayStation 3 will launch in Europe on March 23, priced at GBP 425 / EUR 599 for the 60GB model.