It's the first of the next generation of video game consoles.
Microsoft calls it the video game system of the future. With a price tag of $400, the XBOX 360 is almost impossible to find in stores around mid-Michigan.
"The quality of what you see on screen is on par with what you'd see in animated Hollywood movies," said Brian Winn, assistant professor of video game design at Michigan State University.
Target store manager Josh Parsons said the store sold out within 30 minutes of going on sale.
"We can't keep them in stock," Parsons said.
Even though it's the hot item today, Winn said that probably won't be the case next year as other video game consoles threaten to upstage the XBOX 360, such as the Playstation 3 and the Nintendo Revolution.
Winn said the new generation of gaming systems could soon become permanent fixtures in your living room.
"They're trying to not just be a game system, but also a system to watch movies, listen to music, and do video conferences with friends and family," Winn added.
Your chances of finding an XBOX 360 aren't that good. Your best bet is to call the stores every morning, and hope for a little good luck.
"We can't say for sure, but we hope to have some more in time for Christmas," Parsons said.