to North America and Europe, with some buyers of such consoles paying large amounts of money in the range of £700. Before the release in North America, Sega and Sony presented their consoles at the first Electronic Entertainment Expo (E3) in Los Angeles on 11 May 1995. At their keynote presentation, Sega of America CEO Tom Kalinske revealed that its Saturn console would be released immediately to select retailers at a price of $399. Next came Sony's turn: Olaf Olafsson, the head of SCEA, summoned Steve Race, the head of development, to the conference stage, who said "$299" and left the audience with a round of applause. The attention to the Sony conference was further bolstered by the surprise appearance of Michael Jackson and the showcase of highly anticipated games, including Wipeout (1995), Ridge Racer and Tekken (1994). In addition, Sony announced that no games would be bundled with the console. Although the Saturn had released early in the United States to gain an advantage over the PlayStation, the surprise launch upset many retailers who were not informed in time, harming sales. Some retailers such as KB Toys responded by dropping the Saturn entirely. The PlayStation went on sale in North America on 9 September 1995. It sold more units within two days than the Saturn had in five months, with almost all of the initial shipment of 100,000 units sold in advance and shops across the country running out of consoles and accessories. The well-received Ridge Racer contributed to the PlayStation's early success, with some critics considering it superior to Sega's arcade counterpart Daytona USA (1994). There were over 100,000 pre-orders placed and 17 games available on the market by the time of the PlayStation's American launch, in comparison to the Saturn's six launch games. The PlayStation released in Europe on 29 September 1995 and in Australia on 15 November 1995. By November it had already outsold the Saturn by three to one in the United Kingdom, where Sony had allocated a £20 million marketing budget during the Christmas season compared to Sega's £4 million. Sony found early success in the United Kingdom by securing listings with independent shop owners as well as prominent High Street chains such as Comet and Argos. Within its first year, the PlayStation secured over 20% of the entire American video game market. From September to the end of 1995, sales in the United