The 18-year-old and his friend were approached at the junction of Northbrook Road and Golden Hill Lane in Leyland just 30 minutes after buying the £40 video game, which was released at midnight.

The two offenders, white men aged between 18 and 20, overtook the man and his friend as they walked home and emerged from behind a hedge in front of them.

The first robber started punching the victim in his face.

As the second robber joined in the victim was knocked to the floor where they started kicking his upper body, shattering his nose and jaw and leaving him with cuts to his face.

They then snatched the game and ran away.

Police are today trying to track down witnesses and a teenage girl seen near the scene who may have been with the two attackers, though not involved in the robbery.

Det Sgt Claire Lancaster, of Leyland CID, said: "We would appeal for any witnesses to come forward to this horrific assault.

"We are also urging a girl seen near to the scene to contact us. She was wearing a distinctive light coloured padded coat with a fur trim, dark jeans and trainers and had a pontytail.

"Also we want to know if anyone is offered this game for sale in unusual circumstances."

The first robber was around 6ft 2in and of average height, with a shaven head and clean shaven face. He wore a dark tracksuit.

His accomplice was about 5ft 10in, clean shaven with shirt dark hair. He wore a dark tracksuit top and pants.

The controversial computer game, classified an 18, was launched worldwide at midnight and experts both sides of the Atlantic are predicting it will be the biggest seller this year.

One online gaming firm said it was selling 80 a minute and had taken on 90 extra staff to cope with demand.

The Leyland Blockbuster video store from where the game was bought, admitted they had sold more than 100 copies since it was released and the Preston store had sold around 70 - a high amount for a game of this type, according to a spokesman.

Anyone with information should call 0845 1 253545 or Crimestoppers on 0800