Dixons prepares for Sega Dreamcast rush

Dixons is confident it can fill its pre orders for Sega's much anticipated Dreamcast, which officially launches on 14 October.

The high street electrical store is currently accepting pre orders for the console, for which consumers have to put down a £20 deposit. It has refused to reveal how many orders it has received.

"It is very much on a first come first served basis," said a Dixons spokesperson. "Of course we would refund deposits immediately if we could not fulfill orders, but that will not happen because our computer system will stop taking orders when we have got to our quota," added the spokesperson.

A representative for Sega said it was up to retailers to comment on how they guarantee supply of Dreamcast to pre order customers.

Retailers believe Dreamcast will be incredibly well received in the UK. The Electronics Boutique is confident demand will be so great it is opening its doors at midnight to greet keen gamers wanting to get their hands on the consoles.

Dixons plans to run a stamp scheme on sales of the Dreamcast and related software and accessories. Once a consumer has collected five stamps they can trade them in for a free six month subscription to the official Dreamcast magazine.