Nintendo has revealed that one in three households in the UK contain a Wii console, while over 11 million people - around one in six people - own a DS handheld.
The statistics, supplied by GfK Chart-Track, have been released alongside the company's Christmas line-up, which includes an array of UK celebrity spokespeoeple.
Topping the list is actress Dame Helen Mirren, who will be promoting Wii Fit Plus, while pop group JLS is fronting Wii Party.
Meanwhile, broadcaster Sir Terry Wogan will be endorsing Brain Training as pop-football duo Louise and Jamie Redknapp enthuse over New Super Mario Bros.
Other names involved in Nintendo's advertising plans include Alexandra Burke, Olly Murs, Ant and Dec and Jedward.
"This year's star line up is the best yet, demonstrating the wide appeal of Nintendo products," commented Nintendo UK marketing director Dawn Paine. "This Christmas, with the help of our celebrity friends, we will be helping the nation play together and have fun whatever their age."