According to Level Up, the Xbox 360 version of Grand Theft Auto IV has been outselling the PS3 at nearly a 2-1 ratio, with 64% of sales going to Microsoft's platform, and 36% going to Sony's. Granted, this data comes from first week sales at GameStop, which will skew towards early-adopting hardcore gamers. Many had suggested that GTA was so strongly associated with the PlayStation brand that PS3 sales would boom from the release of the new GTA. Could this initial sales data suggest otherwise?

Peter Dille, senior VP of marketing at SCEA, thinks that this is a figure that Microsoft shouldn't deem as a victory. He says that any difference in sales is due to the difference of install bases. "There's a larger installed base right now on Xbox 360 than on PS3. So it's not surprising that there's going to be more selling on Xbox 360 than PS3. Having said that, we're really excited about the ratio. If I had an installed base advantage of 3-1, I wouldn't be crowing too much about a 60-40 sales advantage."

The coming weeks and months will start drawing in the more casual market to the game, a sector which the PS2 captured wholeheartedly in the last generation of consoles. "We think it's not as high as what GameStop's telling you, if you look at [the full picture on] the national level. They're outselling us, but not by that same margin, and it's because of their installed base lead. With an installed base lead that's close to 3-1, if you're bragging about a 60-40 software split, it's clear evidence that the PlayStation 3 consumer is overindexing on GTA IV, and the PlayStation brand loyalty that we've been talking about is bearing itself out in the marketplace as we speak."