The Games Console market is a volatile industry with changes of market leadership happening frequently as new Consoles and games are released . Each new console generation, which typically lasts 5–7 years, experiences significant changes in market share. For example, although the Nintendo NES enjoyed a 90% market share during the 8-bit era, this dropped to approximately 60% after the 16-bit era, with Sega being responsible for the majority of this change with their Mega Drive/Sega Genesis. Likewise, during the 32/64-bit era, Sega’s market share plummeted with the Sega Saturn, and Sony – a newcomer in the industry – became the market leader (Nintendo took second place with their Nintendo 64). As of 2005, the most significant console manufacturers in the industry during the 128-bit era were Sony (PlayStation 2), Nintendo (Nintendo GameCube), and Microsoft (Xbox). Of these three, Sony remained worldwide market leader with Nintendo and Microsoft roughly equal in second place, each dominating the competitor in its home territory. Two years into the seventh generation era, Microsoft has grabbed an early lead with the release of the Xbox 360 in North America on November 22, 2005 and the continuation of its revolutionary Xbox LIVE service. The release of the PlayStation 3 in Japan on November 11, 2006, and Wii in North America on November 19, 2006, saw gamers snub the pricey PS3 in favor of the more accessible Wii, despite its inferior graphical capabilities compared to the other two. The Wii remains in high demand (outstripping supply in some areas) and has surpassed the Xbox 360 while PS3 lags behind with less than half the worldwide sales of either competitor. Industry analysts caution that it is too early to call for final standings, with all three consoles anticipating new titles from...
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