This year's allocation of Kinect units will run dry by the end of the week, Microsoft's president of the Interactive Entertainment Business Don Mattrick has warned US consumers.

Mattrick was speaking at the "The New Geography Of Gaming" panel at Web 2.0 Summit, and advised that anyone hoping to get Kinect for Xbox 360 this holiday should secure a pre-order "by the end of this week".

The Microsoft exec was also adamant that his recommendation was genuine and not an attempt to increase sales.

The UK stock situation doesn't seem as desperate, however. MCV reports that many high street stores are recommending customers pre-order now in order to guarantee a unit for Christmas.

Via TechCrunch

With over a million units sold during its first ten days on sale, Kinect for Xbox 360 got off to a great start, but this momentum will have to continue if Microsoft's five million sales target is to be achieved.

Microsoft remains confident, though.

"This is a great start to the holiday season, and we will continue to work with our retailer partners to keep pace with high demand and deliver against our plan to sell more than 5 million Kinect sensors worldwide by the end of this year," said Mattrick earlier this week.