Sony Is anticipating a PS4 sell-out at launch, with PlayStation UK boss Fergal Gara claiming the company's struggling to satisfy pre-orders.
On Tuesday, when Sony announced a PS4 release date of November 15 in the US and November 29 in Europe, the company said more than one million PS4 pre-orders had been placed worldwide.
And Gara told OPM the figure is "higher than we've ever seen in 20 years".
"The problem with pre-orders, which is a good problem to have, is that they're very, very high," he said.
"As an ex retailer myself I understand this at least as well as anyone else: we need to help retailers manage the expectations of their customers and not let them down. And that is why we advise them that, from August the 5th, they should not guarantee anyone they will get their unit on day one".
"We are going to be looking at a sell-out situation and chasing demand, it's a problem, it's kind of a good problem to have, but it is a problem and we're trying to manage that as responsibly as we possibly can."
PS4 will be available in 32 countries this holiday, Sony Computer Entertainment CEO Andrew House said on Tuesday.