What's at stake: Microsoft wants the Xbox to be the linchpin in its digital-home strategy, and since Xbox is its most successful foray into consumer electronics, needs to prove Xbox wasn't a fluke to keep credibility of industry.
How many this generation has sold: 19.1 million
Next Up: Xbox 360, code-named Xenon
Debuts: End of 2005
Agency: McCann Erickson
What's at stake: The PlayStation brand is Sony's last bastion of cool, and as such it needs to keep momentum going on the PS3 that PlayStation Portable is delivering to keep its leadership position.
How many this generation has sold: 81.4 million
Next Up: PlayStation 3
Debuts: Early 2006