July has proven to be lucky number seven for Sony, as the PlayStation 4 continues its lead over the Xbox One for the seventh month a row, analyst firm NPD Group reports.

Earlier this week the Japanese gaming titan revealed that the PS4 has sold over 10 million units worldwide, and it continues to reign over the Xbox One despite Microsoft’s recent Kinect-less price cut.

The figures revealed that U.S. shoppers spent $514.3 million on combined gaming hardware, software and accessories in July with around 38%, or $198.8 million, of that total making up console sales.

PS4 PlayStation 4

Sony revealed that 10 million PlayStation 4’s have been sold worldwide, up from 7 million units in April of this year.

Sony’s victory was actually two-fold across both hardware and software fronts, with The Last of Us on PS3 and PS4 topping physical game sales from North American retailers. The beloved indie hit Minecraft secured the number two slot, followed up by FIFA 14 and Watch Dogs on both current- and next-gen consoles.

Top Physical Game Sales for July 2014 (NPD Group)

1. The Last of Us (PS4, PS3)
2. Minecraft (360, PS3)
3. FIFA 14 (360, PS4, Xbox One, PS3, Vita)
4. Watch Dogs (PS4, 360, PS3, Xbox One, PC)
5. Mario Kart 8 (Wii U)
6. Call of Duty: Ghosts (Xbox One, 360, PS4, PS3, Wii U, PC)
7. Grand Theft Auto V (360, PS3)
8. Sniper Elite III (PS4, Xbox One, 360, PS3)
9. NBA 2K14 (360, PS3, PS4, Xbox One, PC)
10. Lego Marvel Super Heroes (360, PS3, 3DS, DS, PS4, Wii U, Xbox One, Vita, PC)

Microsoft has yet to deliver a new estimate on total Xbox One’s sold to date, however the company told VentureBeat that the console is seeing “strong and steady sales” prompted by June’s $399 Kinect-less bundle.

The spokesperson went on to divulge that the cheaper Xbox One solution “doubled month-by-month sales”, which apparently carried over for the month of July.

Xbox One vs PS4

Despite Microsoft’s efforts to counter the PS4’s $399 price tag with a Kinect-less Xbox One, Sony’s next-gen system has remained the clear winner in the console war.

While Sony continues to dominate the hardware sector, it’ll be interesting to see how Microsoft plans to catch-up with the PlayStation 4’s stalwart sales figures. Since the technical specs are set in stone, one solution to win over gamers lies in enhanced functionality introduced by firmware updates.

At Gamescom Microsoft revealed plans to release a new media-centric Xbox One system update that brings requested features like DLNA streaming to the console. The update will introduce a new media player that allows users to watch media stored on a USB stick, and supports more than 30 file types like .mkv and GIF images.

On the other hand Sony is rolling out PS4’s 2.0 firmware update with Share Play, a novel mechanic that effectively gives your online friends remote access to your gaming session.

The next-gen battle is heating up in preparation for this year’s big wave of AAA releases like Bungie’s sci-fi MMOFPS Destiny and Activision’s techno-war shooter Call of Duty: Advanced Warfare. According to the trends reported by NPD, we’ll likely see software sales shift dramatically as these titles become available.