On Friday Microsoft fires the next volley with the release of its new Xbox One.
More than a million consumers gobbled up Sony's Playstation4 on day one, the company's best gaming console launch ever.
Now it's Microsoft's turn.
"It's the best gaming device we've ever shipped," said Microsoft's Yusuf Mehdi.
It's been eight years since fans lined up for Microsoft's Xbox 360.
"They're playing freemium, free to play games or 99 cent games on their phones or their tablets. Really, everything is going online, cloud streaming. So I think this is the last hurrah for this big epic hardware battle," says CNET.com's Dan Ackerman.
The ammunition for both new consoles include social media and online entertainment options.
The early PS4 sales are evidence of pent-up demand among hard core gamers, but Ackerman says XBox One's appeal extends beyond gaming to the creation of a family-friendly entertainment hub.
"I really think working your live cable TV signal through it is super forward looking and just saying, 'watch TV', 'go back to the games', switching back and forth. To me, that's the future," said Ackerman.
With Microsoft and Sony both vying for a home in living rooms the real game is just beginning.
Copyright 2016 Nexstar Broadcasting, Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.