"I'm playing a games console!"

We all know that the DS is only rivalled in popularity by lollipops and puppies, but perhaps we underestimated its appeal until Nintendo announced it's sold over ten million units in the UK alone, making it the most-bought console these Sceptred Isles have ever seen.

Considering the population of the UK is estimated at 61 million that's a startlingly high purchase rate, and means it's outsold the previous record holder, Sony's PlayStation 2, in less than five years, another good achievement when you consider PS2 is getting on for ten years old now.

One final eye-opening statistic before the congratulatory press release: the DS console sells for around £100. It's sold over ten million units. You don't have to break out the calculators to realise that Nintendo is absolutely swimming in moolah. Here's the full press release from the Big N itself:


Unique and intuitive video game console helps to broaden appeal to new non-traditional audiences

10th December 2009: Figures released today courtesy of GfK Chart-Track, the UK’s leading music, video and software performance and sales tracking company, reveal Nintendo’s market leading handheld console, Nintendo DS, has now sold over ten million units in the UK, making it the best selling console of any kind in the territory’s history.*

Since its launch in the UK on 11th March 2005, almost one in six people now own a Nintendo DS system. It has now outsold the previous record holder, which has been on sale in the UK for over nine years in less than five!

Nintendo's Touch Generations range of software, which has been expanding the definition of video game, has resonated strongly with people of all ages, extending its appeal to a non-traditional gaming audience, which now sees people aged between five and 95 picking up and playing Nintendo DS consoles. The achievements of titles such as Dr Kawashima’s Brain Training: How Old Is You Brain? and More Brain Training alongside recent launches including 100 Classic Book Collection and 42 All-Time Classics, has seen the Nintendo DS system significantly expand the audience traditionally associated with videogames. As well as sons and daughters, mums, dads and even grandmas and granddads across the UK can be seen getting to grips with their Nintendo DS systems.

Top hole, Nintendo.