Speaking to publication Next-Gen, worldwide studios big wig Phil Harrison has admitted that the console has been a huge success adding that the console's achievements are a surprise to the as a whole as well as himself.

"Yeah, I don't remember reading anybody's analysis that called this route two years ago or even a year ago to 18 months ago, but that doesn't mean it's a bad thing. We work in an entertainment business, basically, and entertainment has elements of fashion, and it has elements of the latest cool thing," the boss explained.

He added, however, that the Wii's broadening of the marketplace as a whole was a good thing for all, the console helping attract non-traditional gamers. "If that stimulates interest in the videogame business and causes more people to play games, causes more people to go into stores and buy games, causes retailers to dedicate more shelf space to the category, and causes game developers and publishers to have a better macroeconomic foundation for their business, that's a win-win for everybody, best of all for the end consumer. It's a virtuous cycle."

Harrison wouldn't be drawn on whether has made similar in-roads with the 360, simply stating that any system broadening the appeal of gaming is doing the whole business a service.

The full interview, conducted at the Tokyo Game Show, can be found online.

By Luke Guttridge