Nintendo is considering pulling UK television advertising for its popular Wii console in the run up to Christmas because it is battling to meet demand. It said that holding back adverts until to 2008 would be a "responsible" move.
It now expects to have sold 17.5 million of the consoles worldwide in the year to March 2008 - up from the 14 million it had earlier forecast.
Nintendo is likely to use its advertising slots to promote its handheld DS console, analysts say.
Globally, the firm is able to make about 1.8 million of the Wii consoles every month.
But it said that the demand had been "unprecedented and higher than Nintendo could ever have anticipated".
"We are doing everything possible to supply continued levels of stock and meet demand as quickly as possible," the spokesman added.
"As we are keen to act responsibly we are potentially looking at moving some advertising on some products into early 2008."
It is understood that because the television commercials do not have a festive flavour, they will be able to be used next year.
Demand for the Wii could mean disappointment for those putting it at the top of their Christmas list.
High Street retailers are struggling to keep up with demand and websites have been set up to help shoppers find out when stock becomes available.
Last month Sony said that it was taking advantage of Nintendo Wii shortages and a recent price cut of its PlayStation 3 console to double weekly sales of the PlayStation in the US.
Good no more cooking mama adds
The games adds are a insult