X360 is only most popular in NA
NA is the shooter market. The shooter market mostly plays the 3rd party AAA games like CoD, Battlefield, and more. The MS exclusives were substantial and very successful in the shooter space (Halo & Gears)
PS3 most popular in EU
EU market likes games with stories or with creative art styles. Games like Journey, Unfinished Swan, and even Uncharted and Last of Us do extremely well in EU market. These games also do well in other territories, but best performance in EU.
Japan really only cares about 3DS and Mobile gaming lately. But it also cares about JRPGs so the PS3 does better than X360 over there (by a lot).
PS3 has wider breath of games, more quality games, but it didn't start that way. Also the X360 online services including party chat kept it as the preferred console of choice for online games for long time.
Party Chat was more important to gamers than free PSN online.
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