Microsoft "aware" of 360 shortages

When the Xbox 360 was first announced, its high specs led many to wonder not if they would be able to find an Xbox 360 for sale, but whether they could afford its hefty $300-$400 price tag. Now that the console has launched, it's obvious the cost isn't the hurdle; it's finding one for sale that's the problem.

The many gamers who failed in their attempt to get an Xbox 360 yesterday have likely told everyone they know about their disappointments. Friends, family, and strangers have heard the gripes because of nationwide shortages of the item, deemed to be one of the hot gifts this holiday season.

It turns out those tales of sadness have reached the ears of those all the way at the top--the top of Microsoft at least.

In response to the retail drought of Xbox 360s across the country, Robbie Bach, president of Microsoft's Entertainment & Devices division, told GameSpot, "We are well aware that many gamers are disappointed to have not gotten their Xbox 360 on day one. We are working around the clock to manufacture as many Xbox 360s as we can and are replenishing our retail channel week after week."

Peter Moore, Microsoft's corporate vice president of worldwide marketing and publishing, had similar words on the subject. "Our goal is to replenish inventory in the channel every week," he said earlier this week during an interview with GameSpot at the console's launch event, Zero Hour. "So lots of Xbox 360s are flowing in every single week. It's not like we're shipping and then going dry for two or three weeks."

Though the North American launch has come and gone, other regions have yet to enter the next generation. Europe launches in just over a week, and Japan will follow a week after that. The push to ensure successful launches in all three regions further compounds constraints on adequate supply.

Moore recommends that gamers check back with local retail stores every week. Those who can't wait can always resort to more nefarious or exuberant methods of getting their hands on an Xbox 360.