Microsoft has claimed victory across the pond, announcing that its Xbox 360 console has beaten both Wii and PS3 to the 10 million sales mark in the US.
"History has shown us that the first company to reach 10 million in console sales wins the generation battle," Don Mattrick, a Microsoft senior vice president who heads the company's Xbox business, said in a statement.
However, the Xbox 360 does have a year's worth of sales on the other two consoles. While the Xbox was released in America in November 2005, the PS3 and Wii weren't launched until around a year later.
Yet despite this head start, Nintendo's Wii is starting to catch up the Microsoft console, having sold 8.8 million units as of the end of March.
The PS3 is trailing though, with its slightly higher price tag only racking up 4.1 million sales since its release in the States.
Microsoft also bragged that global membership of its Xbox Live online service reached 12 million members.