Worldwide marketing and publishing head Peter Moore told reporters at the International Games Summit in London that to take advantage of being first to market with their Xbox 360, Microsoft "must look to hit 10m global sales of Xbox 360 within 12-16 months".

After being asked how many units he thought needed to be shifted during the gap, Moore responded "We don't know exactly when PS3 will launch, and I'm not making an official forecast for the 360, but we do know that there is a target of the first 10 million units when you launch a new format," ... "And we think we can get to that pretty quickly in global terms - hopefully within the first 12 to 16 months."