Secret agent RPG Alpha Protocol's release has been pushed back a couple times but now Sega has nailed down the exact date it will ship to stores: October 6th.
That's the release date for the PS3, Xbox 360 and PC versions, by the way. There was never really any doubt about a simultaneous release but still, always worth noting in these era of timed exclusives.
With an early October release, Alpha will arrive in the early stages of the holiday gaming crunch. The calendar hasn't been completely filled in yet so it's not clear who they'll be directly competing with on their launch week but Dragon Age: Origins will arrive in stores two weeks later. Given the similar styles of the games' developers (Obsidian Entertainment and BioWare) and the fact that they're both PS3/PC/Xbox 360 games, expect quite a few comparisons made between the two.
By the way, that picture on the right is the final box art, which Sega also released today.
