With massive consumer interest far outstripping the available supply, shortages are expected until the New Year, much as they are in every other territory.

There’s plenty of coverage in today’s mainstream press and TV advertising already on the go, with Wii being pitched by the media as a brand new way to play games that can attract a whole new audience.

A feature on this morning’s BBC Breakfast, with presenters Dermot Murnaghan and Susanna Reid getting some hands-on time with the console, is just one example of the widespread coverage of Nintendo’s machine in this morning’s press.

Large crowds were on hand for the official midnight launch at HMV in Oxford Street whilst just down the road long queues had already formed at GAME with punters desperate to get their hands on the machine when the retailer opened this morning.

Elsewhere across the country many retailers chose to open their doors at midnight to allow gamers who had pre-ordered the console to be amongst the first in the country to own one. There were also queues at several 24-hour supermarkets, though low allocations forced many people to patiently wait throughout the day to guarantee themselves a unit.

Some retailers whose allocations had already been accounted for through pre-orders have allegedly been telling customers that their initial deliveries have been lower than expected, leaving many with a nervous wait to discover if they will get their console before Christmas.