While Sony is desperately looking for more strategies to improve the sales of its PlayStation 3 and Microsoft is thinking on how to improve its Xbox 360 gaming console, Nintendo is taking over the world.

After it has reached a new sales record in November with 981,000 units sold only in US, Nintendo of America announced a new raincheck program with video game retailer GameStop Corp. for consumers looking to buy the company's popular Wii gaming console.

According to Nintendo, the customers who won’t be lucky enough to buy a Wii for Christmas, could pay the full $249 price in December and the delivery of a Wii system by the end of January will be guaranteed.

"We understand and sympathize with the frustration felt by consumers," Nintendo of America President Reggie Fils-Aime said Friday. "A shortfall benefits no one."

Nintendo has increased its production capacity to up to 1,8 million units per month, but the gaming console is still tough to find.

Thanks to its Wiimote, which resembles to a TV remote, Nintendo has practically reinvented the gaming. Motion sensors let the Wiimotem act according to requirements - anything from a steering wheel to a sword or a tennis racket. Players do not have to master a dozen buttons to play a game. Instead, they just take the device and swing it like a golf club.

According to Fils-Aime, the company itself is surprised by the huge demand. "We expected the Wii to perform extremely well within historic launch parameters in video game history," he said. "What we didn't expect was to re-write that history."

Fils-Aime said that major retailers, including Sears, Kmart, Target, Circuit City, and Best Buy will be releasing a big supply of Wii consoles to coincide with this Sunday's newspaper ad circulars. Wal-Mart will also have a "massive" supply of systems available throughout next week.

Also in a phone press conference, Fils-aime said an internal Nintendo research puts the average age of Wii players at 29, which Fils-Aime said is evidence of the Wii expanding the demographics of game players. He said research previously has shown the average age of console players to be in the vicinity of 21-22, as opposed to an age closer to 30 when the research includes casual game players using PCs.