Microsoft's Xbox 360 has hit the 5 million mark in Europe - putting it ahead of the PlayStation 3 by some three quarters of a million – according to tub-thumping comments from Microsoft's European VP of strategic marketing David Gosen.
Gosen, who made his name in a five year tenure at Nintendo that saw the launch of the GameCube, told trade website MCV, "Anyone trying to call a winner this Christmas is calling too early."
Gosen's comments come after Sony's David Reeves claimed at this year's PlayStation day that the PS3 had outsold the Xbox 360 in Europe. Amidst the truths and half-truths, one thing is certain - Nintendo's Wii continues to outsell both.
In the same interview, Gosen reiterated the strength of Microsoft's console going forward, before saying to expect a number of groundbreaking announcements at this year's E3, saying, "We're always working on new things, and you'll continue to hear lots from us that we believe will be game-changing."