Broadband provider Virgin Media has been unveiled as Sony's launch partner for the eagerly-anticipated PlayStation 4.
Jon James, Virgin Media's Executive Director of Broadband and Digital Entertainment, said the firm is "hard at work" with Sony ahead of the November 29th launch date.
He revealed the companies are working together to make it the "best entertainment experience for gamers across the country".
Mr James claimed there were be "loads of exciting benefits" for Virgin Media customers as a result of the PlayStation 4 partnership.
"But we have to keep the details under wraps for the time being," he added, urging customers to "watch this space for more details".
Mr James said gamers who can't wait to get their hands on a PlayStation 4 should visit the Virgin Media-sponsored Eurogamer Expo at London's Earls Court from September 26th to 29th.
This will be the first opportunity for enthusiasts to try out Sony's latest console, he noted.
"We’ll be at the heart of this year's expo, offering our continued support for the UK games industry as well as demonstrating the speed and quality of Virgin Media’s ultra-fast broadband with a 1Gb connection," Mr James stated.
He said this is more than 100 times faster than the average household broadband speed.
Mr James explained that there are only a few remaining tickets left for the event, meaning gamers need to "get in quick" if they want to attend.
Earlier this month, Virgin Media announced plans to create a pop-up gaming hub at London's Silicon Roundabout.
Powered by 1Gb fibre broadband, the Virgin Media Games Space is to include "a stellar line-up" of games to play, industry talks to inspire and workshops to help nurture gaming developer talent.
The centre will be open to the public between August 27th until September 21st, offering gaming enthusiasts and future developers the chance to play, learn and hone their digital skills.