Xbox 360 breaks records in Australia

Microsoft has shifted 30,421 Xbox 360s and 60,000 games in Australia in the first week

Microsoft's Xbox 360 console has broken all records for the sale of a games system in Australia. 

The next-generation console went on sale this week, shifting 30,421 units and 60,000 games, according to market analyst GfK. 

The Xbox 360 sold three times as many as the last big console launch in Australia, when Nintendo's GameCube shipped 9,190 units in its first week in May 2002. 

"It was a big launch and it has given the market a tremendous boost over the last week," said Daniel Morse, senior games analyst at GfK.

However, the precedent for strong console sales in Australia was set by Sony's PlayStation Portable, which clocked up 27,055 sales in its first week in 2005. 

Analyst firm Deloitte predicts that over 80 million adults will be regular video game players by 2010, with the majority of users in Western countries and increasing penetration in developing countries. 

"The new consoles have unprecedented processing power for their size and price, and are expected to drive global game sales to $23bn in 2006," said Ed Shedd, head of media at Deloitte.

Brian O'Rourke, an analyst at In-Stat, added that Microsoft would benefit from stronger sales because of its console's early entry into the market. 

"Microsoft will outship Nintendo in the next generation of consoles due to its head start in launching, its strength in the North American market, and its appeal to older gamers, a demographic that seems to widen with each new generation of consoles," he said.

However, Steve Kovsky, an analyst at Current Analysis, suggested that Microsoft needs to branch out if it is really going to compete against this year's console launches by Nintendo and Sony. 

"This is where the Xbox is at the greatest disadvantage. Microsoft has very narrowly pitched its hardware to the core videogame audience of teen and young adult males," he said.

"It's a smart launch strategy, but the Xbox is now in its second generation and there is still virtually no appeal to younger children who constitute the second most important videogame market."

Microsoft has recently announced a strategy to try and tap into the younger market for console gamers.

According to In-Stat, Sony will continue to dominate the video console market through 2010, although Microsoft and Nintendo will eat into its lead.

In-Stat's report claims that Sony's PlayStation 3 will account for 50 per cent of the installed base of next-generation consoles, while the Xbox 360 will have 28.6 per cent and Nintendo's Revolution 21.2 per cent.