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The Xbox 360 has passed the seven million mark in Europe.
The combination of September price cuts, an autumn marketing push and strong game lineup has seen console sales increase.
MCV quotes vice-president of strategic marketing David Golsen as saying: "We're in a position now where we've sold over seven million consoles in EMEA, which puts us in a fantastic place versus PlayStation 3.
"It's the combination of elements that put us in a fantastically strong position. We have 360 degrees of entertainment. At the moment, momentum is fantastic. We've got real traction in all European markets."
The console passed the five million mark in June.
