Sony's factories are "going to be running flat out" to manufacture enough PlayStation 4 hardware to meet demand, Sony Europe boss Jim Ryan has said.
Speaking to EDGE about the demand for the console, Ryan said, "Factories are going to be running flat out the way demand is looking.
"There's an awful lot of core gamers out there now and we will be selling to them certainly in this part of the world."
Sony has already secured over one million pre-orders for PS4 - a figure it could struggle to fulfil for launch day.
The platform holder has previously notified retailers that any orders placed after August 5 may not be delivered in time for launch day, but additional stock may become available as it finalises allocation.
PlayStation 4 launches in the UK on November 29 for £349. Official bundles will also be available.