Microsoft Corp. this week said that the Xbox 360 has sold 53 million units to date in global territories.

Additionally, the Xbox Live service holds more than 30 million members and the Kinect sensor has sold 10 million units to date.

In a corporate blog post, Corporate Vice President, Corporate Communications Frank X. Shaw said that the Xbox will be marketed more as an entertainment brand this year, in part due to current partnerships with Netflix Inc., Hulu Inc., and ESPN for non-game content through Xbox Live.

Shaw said 40 percent of Xbox 360 usage is for non-gaming activity.

Microsoft in Apr. reported a profit in its Entertainment and Devices division, which includes the Xbox business due to strong demand for the Xbox 360 and Kinect peripheral.

The Entertainment and Devices division recorded revenue of $1.94 billion in the third quarter ending Mar. 31.

Operating income increased 50 percent to $225 million.

Revenue for the Xbox 360 platform increased 69 percent to $712 million.

The company sold 2.7 million Xbox 360 consoles in the quarter and 2.4 million Kinect sensors in the period.

Current Xbox 360 stand-alone SKUs include the Xbox 360 250GB hardware at $299.99 and the Xbox 360 4GB hardware at $199.99.

Bundle SKUs include the Xbox 360 250GB Kinect Special Edition Bundle at $399.99 and the Xbox 360 4GB with Kinect bundle at $299.99.

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