The Xbox One Elite Controller has been a huge success for Microsoft and has been hugely popular with gamers and as a result, has been selling like hotcakes. Unfortunately, Microsoft “totally underestimated” the demand for the Xbox One Elite Controller which is rather hard to get hold of these days as not enough are being produced to meet demand.

Speaking on the latest episode of Windows Weekly, Microsoft CMO Chris Capossela revealed that Microsoft initially wanted to produce more of the Xbox One Elite Controllers, which cost $150, however the feedback they received from gamers at E3 was that the price tag was too expensive so reduced the number of controllers produced as they didn’t expect them to prove so popular at that price point.

“If I could have built 10 times the number I built, I would have”, said Capossela about the Xbox One Elite Controller. “We got that feedback at E3 that it was awesome, but maybe the price was a little too high, and so that influenced how many we produced.”

He added,”On the Monday and Tuesday before Thanksgiving, myself and Kevin Turner our COO, and the guy who runs our stores, David Porter, we go around and visit 30 or 40 different stores, Best Buy and GameStop and AT&T and Verizon and Microsoft Stores, just to see how things look, and the one thing we heard from everybody was, ‘You needed to make way more of these controllers.'”

Head of Xbox Phil Spencer has also stated that every time stores receive new stock of Elite controllers, they sell out instantly. Most stores in the US appear to be sold out while Argos and Amazon are sold out of the controllers at the time of speaking in the UK.

The Xbox One Elite Controller has proven so popular due to it allowing players to customise their controller buttons and thumb sticks as well as featuring a rubber-grip.