No, really. ASDA has confirmed that over 200 stores will open at midnight tonight in order to sell copies of Mass Effect 3 as soon as it's released. They'll be charging £37.97, which is actually fairly competetive for a new copy.
“Mass Effect 3 is set to be a huge hit with the gaming community so we want to make sure it is affordable and available to play as soon as the clock strikes twelve.”
“We are not only stocking the game nine hours ahead of other retailers but we’ll also be selling it for the competitive price of £37.97. With stock not as widely spread for this big release, Asda really is the top destination for games enthusiasts this Friday and for future releases.” - Asda Games Head Andrew Thompson
Now the supermarkets are even holding midnight launches like their specialist retail cousins. Hopefully the food aisles will also be open for some much-needed sustenance after a long, cold wait - hell, they should be in 24 hour stores.