Nintendo is set to miss out on an estimated $1.3 billion (£650 million) in sales this Christmas by failing to meet demand for its Wii video games console. Nintendo could be selling twice the 1.8 million Wii consoles it is manufacturing a month. However, Nintendo executives have admitted that the company will struggle to claw back missed sales opportunities next year.

A large part of the Wii’s success has been its appeal as an impulse purchase, especially to consumers who would not normally buy a games console and are unlikely to spend time tracking them down in the new year.

Mr Fils–Aime added: “The company, after all, is trying to reach out to women and 40 and 50-year olds who aren't avid gamers. They aren't going to sleep outside of a store overnight or visit a retailer five or six times. It is literally a missed opportunity.”