In my opinion the winner of the generation is Microsoft.
They managed to gain almost 60 milion of new users and they created a high brand awareness around the Xbox name. Normal people don't see a real and big difference between an Xbox 360 and a PS3 and that's thanks to Microsoft actions in order to gather third party titles. Kinect was a major factor too, but not decisive.
Nintendo basically killed themselves with the WiiU and with the Wii too. Wii was a real revolution, but it has been difficult to handle with the right strategy. For Nintendo the Wii was the last opportunity in the console market and, initially, it was really successful, but when the sales died off Nintendo didn't understand how to react properly. The WiiU still has to show its real potential, but I can't see it as an appealing machine to the market.
Sony, on the other hand, is the clear loser of this whole generation. Yes, I know that they made the biggest turnaround of gaming history, but, I mean, the starting point was a two generations of total domination! At the beginning, in 2006 and 2007, the situation was really critical, but at least they have been able to save the Playstation brand, thanks to the PS3 first party support.
