Microsoft says that the Xbox One was the UK's best-selling console during October.
It means the machine has outsold PlayStation 4 for a second consecutive month for the first time. GfK figures shown to Gamesindustry.biz revealed that Xbox One narrowly outsold its nearest rival by 1,500 machines in September, whereas in October the gap has widened to 25,000 units.
Xbox One held a 56 percent share of the UK console hardware market in October (versus 42 percent for PS4 and 2 per cent for Wii U), selling 99,496 consoles.
The sales turnaround can be tracked to the launch of Xbox One S, the new model that arrived in the UK on September 22nd. The machine boasts some small improvements over the original and was bundled with a free copy of FIFA 17, which is the UK's most popular video game franchise.
In terms of its rivalry with Sony, these figures do need to be taken into context. Microsoft has launched big sequels Forza Horizon 3 and Gears of War 4 in recent weeks and has also benefitted from the marketing partnership it has with EA on FIFA 17. PlayStation's partnerships with Watch Dogs 2 and Call of Duty: Infinite Warfare will take place next month, as will the launch of PS4 Pro - which may be causing some consumers to hold off on their PS4 purchases. Also note that PS4 still remains well ahead of Xbox One in terms of overall UK install base.
Nevertheless, these sales increases show some positive momentum for Microsoft's flagship console, which is something the company has struggled to generate since the machine's launch in November 2013. It also bodes well ahead of next year, which will be a crucial time for Microsoft's hardware business as it prepares to launch its Project Scorpio console in Q4.
"Thanks to our fans, Xbox One was the best-selling console in October, the second month in a row in the UK, according to GfK Entertainment," said Xbox UK marketing director Harvey Eagle.
"It's great to see such enthusiasm for the new Xbox One S range of consoles including FIFA 17, Gears of War 4, Battlefield 1 and now - for the first time - Minecraft. All of which are available to purchase now."