According to Darren Carter, VP of brand and consumer marketing at Sony, the gimmick is a "phenomenal incentive" for consumers to sign up to PS3's online service, which gives punters free online gaming as well as downloadable content through the PS3 Store.

"Casino Royale not only makes the most of the features and capabilities of the Blu-ray format, but is one of the most exciting and entertaining movies to debut on Blu-ray this year," said Carter.

For anyone that gives a damn, the new film is available is full high-definition 1080p resolution encoded with the MPEG-4 AVC codec so that console owners get to see how good the format is and hopefully come away with the impression that it is much better than HD-DVD. Sony gave away Talladega Nights: The Ballad of Ricky Bobby on Blu-ray with the first 400,000 consoles it sold in the US and Canada.

Of course, it would be great if we could get our hands on the console without having to buy a PSP into the bargain. But let's face it eveyone has raved about the new Bond film so it is a pretty smart move by Sony to add this into the mix.