Microsoft has announced that the Xbox 360 has hit the 10 million consoles sale mark across Europe, the Middle East and Africa in 4 years.

Reaching that milestone means that Xbox 360 is the only console to achieve year-on-year growth across the region this year, says Microsoft.

"Xbox 360 continues to pull ahead of the competition when it comes to delivering on a complete home entertainment experience and we think that Xbox Live currently is about 12 to 18 months ahead of its main rival PlayStation Network when it comes to offering service and content beyond traditional games", said Martin Olausson, director of digital media research at strategy analytics.

"By introducing innovative new services and content such as Natal, instant streaming of full 1080P HD video, and integrating social media features such as Twitter and Facebook, Xbox will likely attract a wider audience than its rivals and is in a great position to maximize sales in the next few years".

Microsoft has also revealed there are more than 20 million Xbox LIVE active members worldwide with over 1 billion downloads of gaming and entertainment content, with movie downloads doubling in the last year.

Meanwhile, Xbox staffer Major Nelson has announced via Twitter that a new Xbox LIVE record has been set - "over TWO MILLION people connected to the service at once".