Microsoft kept up a year-long string of leads with new NPD data giving it the lead in June. About 507,000 Xbox 360s shipped last month, making it not only the top selling game console but giving it a wide lead. The NPD’s decision against providing open data made comparisons difficult, but Microsoft in a comment said it sold “nearly twice as many” systems as rivals, with Nintendo’s DS or Wii the most likely runner up.

The Xbox 360 has been on a hot streak ever since the slim model arrived last summer. It has been fueled by runaway Kinect sales. Microsoft has never broken down audience numbers but is known to be getting many casual and first-time gamers through Xbox 360 Kinect bundles.