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BHR-3 said:
i believe it has something to do with amount of features the 360 exclusive have the amount appleas to a wide range of games

look at a games like gears and halo this gen

coop campaigns (really early with gears at 06 got the ball rolling)

other things like survival type modes that are playable even offline with those games, appeal to gamers that like solo play and even have no online thats why COD goes the extra mile with its offerings like zombie mode, spec ops, combat training

amount of marketing can also play into this aswell

I agree with this. If you look at all of the main exclusives like Halo, Gears, forza and Fable all offer some form of online play and splitscreen co-op. For example say a friend comes over and you guys have a lot of fun playing together, he/she may decide to grab a copy of the game or maybe an Xbox if they don't have one already. Thats actually the reason why I bought the original xbox was because I had so much fun playing Halo:CE at one of my friends houses I decided to get an Xbox myself so that way we could play together if they came over.