Specialist retailers such as GAME have been carrying PlayStation 4 promotions for a while, but it seems like Sony’s now starting to make a push into more mainstream stores. The word on the street is that British supermarket Tesco received its own displays for the next generation system earlier today, some of which have already been spotted out in the wild.

The stands show an illuminated DualShock 4 controller, in addition to three cubes sporting various first-party and third-party games. The titles include inFAMOUS: Second Son, Knack, Killzone: Shadow Fall, DriveClub, Assassin’s Creed IV: Black Flag, and Watch Dogs. Elsewhere, the displays include the words ‘Coming Soon’, and there’s a dummy Blu-ray case that can be taken to the checkout for pre-orders.

Much like today’s Metro newspaper advertisement, this is another strong indicator that the PS4 will launch in Europe later this year. Given the sudden push in the territory, it’s going to be interesting to see whether that rumoured Champions League final commercial materialises tomorrow.

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