The launch was being held and Zavvi.co.uk’s (the retailer formerly known as Virgin Megastore) flagship outlet on London’s Oxford Street in conjunction with the energy drink Rockstar. So, armed with a pen, paper, no dictaphone, the name of a PR manager and a bag full of dreams I set off for London Town to make my fortune. I arrived in good time to scope out the store and watch staff tear down the last of the HAZE promo material before the festivities started at midday.

Everything kicked off with The Stig (professional driver of Top Gear fame) and some racer pals belting down Oxford Street in a fleet of sports cars. For those interested, the cars included: an Aston Martin DB9 Volante, Aston Martin DB9 Coupe, Aston Martin V8 Vantage, Mercedes-Benz SLK55AMG, Range Rover Sport HST and Bentley Continental GT. The drivers pulled up outside the store, grabbed a console and a copy of the game each, before speeding off down Tottenham Court Road.