SPOnG spoke with a Microsoft PR rep in the UK earlier today, who cheekily informed us that it, unlike Sony, is 'all about the games'.

Commenting on the massive Bravia TV giveaway stunt at the UK's official PS3 launch last night, our Microsoft man told SPOnG:

“It’s interesting that Sony has to give away TVs to shift their console. Our strategy is different and we’ve become the next-gen leaders by using great gaming and entertainment experiences to attract people to the growing Xbox 360 community, as well as more than 6 million people on Xbox Live – but hey, to each his own.”

Touche!

So, it's beer to journalists versus TVs to consumers. Boats on the Seine versus massive amounts of stock in the shops. And all the while, Nintendo sits, apparently quietly, watching the other chaps dukeing it out - and trying desperately to get DSs and Wiis into the shops.

This is going to have to be a huge weekend for all concerned, and we thoroughly expect to see more pranks, spoilers and verbal jousting.

Want to get hold of a PS3 can of Fosters? Send us your best idea for Microsoft vs Nintendo vs Sony campaigns in the Forum below.