During the Champions' League Final (aka, Europe's Superbowl), there are advertising hoardings all over the field saying "PS4 coming 2013" I think it's safe to say these guys mean business!
Allegedly, there will be an actual advert during the half time period. With so many people watching, this is an excellent idea
Here's a picture rudely "borrowed" from Gamefaqs' RespecttheIMD in my thread there.

It's so sad that I'm only watching this match just to see the first ps4 advert...a bit sad don't you think?



















