Playstation 3 console available on Thursday before launch of new Nintendo Wii and Microsoft Xbox 360 titles

You can 90 days until Christmas but the video games industry is already gearing up with the annual shopping rush.

Sony jumped in advance of its competitors by unveiling its new PlayStation console today.

Though the top console seller will face stiff competition from your new Nintendo Wii and blockbuster titles from Microsoft's Xbox 360 elite.

Sony’s slimmed down, cheaper version of its Ps3 will be available to purchase from Thursday, starting at $299. 95.

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Sony Computer Entertainment managing home Michael Ephraim said the thinner console's discounted made the PlayStation "the cheapest console for the market" and one that would appeal to families this Christmas season.

Sony will likely release a new augmented fact accessory, called Wonderbook, for family gaming that utilizes a camera to make it look like items are virtually popping out of its pages.

The Wonderbook will likely be released in a $49. 95 pack in November, with your opening title, Book of Spells, published by JK Rowling.

Other big titles released previous to Christmas will include Call associated with Duty: Black Ops II, FIFA 13, Beyond Two Souls, and Halo several.

Sony will go head-to-head with Nintendo this Christmas, however, since the Japanese company launches its Nintendo wii console U console on November 40 for $349. 95.