Reuters are reporting that Nintendo's market value this gen is close to rivalling that of Sony's, as consumer demand for the DS and Wii continue to take centre stage.

The report documents that Nintendo's worth totals in at JPY 6.30 trillion (EUR 37.9 bn), cementing the firm as the second largest consumer electronics provider rivalled only by Sony's JPY 6.64 trillion.

"Nintendo is a market leader in everything it does now, which is basically the handheld as well as console gaming market," observed KBC analyst, Hiroshi Kamide.

"We haven't seen Nintendo being a market leader in both products for over a decade."

Additionally, the company's share price has risen by almost 400 per cent in the last two years, with Sony recording a growth of 72 per cent.