Word in from today reveals that the console has now passed some 10 million units in sales, across Europe, the Middle East and Africa.

Apparently, this makes the 360 the only console to manage year-on-year growth in the region.

"Xbox 360 continues to pull ahead of the when it comes to delivering on a complete home entertainment experience and we think that 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," explains 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 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."

Apparently, over 35 percent of 360 users in EMEA are female. Interesting.

By Luke Guttridge