In March 1995, Sega of America CEO Tom Kalinske announced that the Saturn would be released in the U.S. on "Saturnday" (Saturday) September 2, 1995. However, Sega of Japan mandated an early launch to give the Saturn an advantage over the PlayStation. At the first Electronic Entertainment Expo (E3) in Los Angeles on May 11, 1995, Kalinske gave a keynote presentation in which he revealed the release price of US$399 (including a copy of "Virtua Fighter"), and described the features of the console. Kalinske also revealed that, due to "high consumer demand", Sega had already shipped 30,000 Saturns to Toys "R" Us, Babbage's, Electronics Boutique, and Software Etc. for immediate release. The announcement upset retailers who were not informed of the surprise release, including Best Buy and Walmart; KB Toys responded by dropping Sega from its lineup. Sony subsequently unveiled the retail price for the PlayStation: Olaf Olafsson, the head of Sony Computer Entertainment America (SCEA), summoned Steve Race to the stage, who said "$299", and then walked away to applause. The Saturn's release in Europe also came before the previously announced North American date, on July 8, 1995, at a price of £399.99. European retailers and press did not have time to promote the system or its games, harming sales. The PlayStation launched in Europe on September 29, 1995; by November, it had already outsold the Saturn by a factor of three in the United Kingdom, where Sony had allocated £20 million of marketing during the holiday season compared to Sega's £4 million.