The novelty of the PS4 is yet to wear off, as retailers are claiming to be seeing an “unprecedented demand” of pre-orders for the as-yet invisible console.

One of the largest online games retailers, ShopTo, told NowGamer.com the announcement of the PS4 saw web traffic to their site triple on the night of the Sony conference.

Reps from the company also say the PS4 console is the biggest pre-order success in the history of the site, with Killzone and Watchdogs being the most pre-ordered titles, while Driveclub is also a hot contender.

Spokesman James Rowson says the demand is incredible. “It’s unprecedented...it’s been the most successful console pre-order to date in our seven year history.

It resonates with our customer base because we’re very much a hardcore gamers’ destination, so the launch of a new Playstation or Xbox console was always going to be pretty strong for us.”

What’s even more incredible (to me, anyway) is the number of people willing to pre-order something they’ve never even seen and don’t know the price of. That’s faith for you

The website has the console listed at £399.95, but that’s little more than a guess as Rowson says “nothing has been confirmed from anyone” regarding the price of the console.

As for seeing it, Sony President Kaz Hirai just hours ago revealed his reasons for not showing us the console, and those reasons are thus: he’s a cheeky bastard.

“I think that, you know, we still have a long ways to go before the actual product launch and there are going to be a lot of opportunities for us to talk about and provide additional details on the Playstation 4.

"It wasn’t exactly a launch, we just talked about the console and there will be more information to come, but it keeps people guessing and that’s a good thing.”

So, Sony is playing it cool and retailers are guessing at how much we’ll pay for the console.

What do you guys think? Above a grand? Below? Surprisingly cheap for the student market (HAH!)? Give us your guesses!