Jeff Bell, VP of global Xbox marketing, implied what many hardcore gamers believe: that Wii's lack of technology and lasting gameplay leaves something to be desired.
"We're positioning ourselves to be ready if, in fact, gamers find they're ready to graduate from a certain experience potentially with the Wii, either because it's limited on the type of gameplay that's available or the technology in that box," said Bell in an interview with 1UP published on Friday.
"We think that we could live very, very well in the same household as the Wii, and we're trying to make sure that when there is that choice for a second console that it is the Xbox 360," he added.
In December 2007, Bell called Nintendo Wii's success "unsustainable" because few third-party publishers have so far been able to make any money on the platform.
Since its launch in November 2006, the Wii has been criticised as a primary gaming console due to its perceived lack of full-length games and its dated graphics technology. Despite its raging and continued success at retail, many industry pundits believe the "Wii bubble" will burst any minute now.
The Xbox 360, on the other hand, has been lauded by many long-time gamers as the console of choice given its solid line-up of familiar genres, its robust online service, and cheaper price when compared to PS3.