Nintendo entered this generation with a new approach embodied by its Wii. The company planned to attract current hardcore and casual gamers, non-gamers, and lapsed gamers by focusing on new gameplay experiences and new forms of interaction with games rather than cutting edge graphics and expensive technology. This approach was previously implemented in the portable market with the Nintendo DS. Nintendo expressed hope that the new control schemes it had implemented would render conventionally controlled consoles obsolete, leading to Nintendo capturing a large portion of the existing market as well. This strategy paid off, with demand for the Wii outstripping supply throughout 2007. Since Nintendo profited on each console right from the start unlike its competitors, it achieved very positive returns. With only a few exceptions, monthly worldwide sales for the Wii were higher than those of the Xbox 360 and PlayStation 3, eroding Microsoft's early lead and widening the gap between its market share and Sony's. In 2007, it was reported by the British newspaper "Financial Times" that the Wii's sales surpassed those of the Xbox 360, which had been released one year previously, and became the market leader in worldwide home console sales for the generation.