Xbox One sales have increased by almost 1000 percent in the UK since Microsoft released the new 500GB and 1TB Xbox One S models.
According to MCV, Microsoft's share of the hardware market for the week ending September 24 has jumped to 71 percent - a year-on-year increase of 76 percent, and a week-on-week rise of a significant 989 percent.
While Sony's new PlayStation 4 Slim is also now available, sales were down 66 percent year-on-year, with the PlayStation 4 taking just 19 percent of hardware sales last week - despite a week-on-week lift of 22 percent.
According to the report, a comparison of both the Xbox One S and PlayStation 4 Slim launch weeks puts Microsoft's sales ahead by 361 percent.
In a statement, Xbox UK marketing director, Harvey Eagle said: "It’s great to see how popular both the Xbox One S and the FIFA 17 Xbox One S consoles are with fans, not just over the last week but since the Xbox One S was released in August. 4K video streaming and 4K UHD Blu-ray have been extremely well received by gamers and critics and we believe there is no better value right now for those looking to upgrade their console."
It's not currently clear how recent worldwide sales tally with Xbox's UK success, but it's a promising sign for a console that has consistently lagged behind PS4 in the current generation.
The PlayStation 4 Slim was announced at Sony's press briefing early this month. The mid-generation upgrade, PlayStation 4 Pro was also officially unveiled during the briefing.
Earlier this month, Microsoft revealed three Battlefield 1 Xbox One S bundles, and yesterday, a new Minecraft bundle for the US and Canada. While the Minecraft bundle comes packaged with a standard white console, the Battlefield 1 bundles introduce two new color options: military green and storm grey.
Vikki Blake is a very jumpy survival horror survivalist. You can find her twittering over at @_vixx and twitching at twitch.tv/vixxiie.
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