If a picture says a thousand words, then what do 100 million pictures say? Don’t bother doing the math, it was a hypothetical question. But that number – 100 million – is how many times PlayStation 4 owners used the Share button on their controllers to upload images and video of their in-game triumphs (or fails) since the console launched in November of last year. That’s a lot. And it’s only just the beginning.

As it stands, there are only 6 million PlayStation 4 consoles in the living rooms of gamers worldwide – but it’s a brand new console. If previous generations of hardware are any indication, we can expect the PS4 to sell anywhere between 80-150 million units by the end of its lifecycle. Now, if 6 million gamers can accumulate a total of 100 million shares across Facebook and Twitter in just over three months, well – that sets a pretty startling precedent about the future.

But the aforementioned only begins to scratch the surface of that future.

The Xbox One, Microsoft’s newest foray into home consoles, isn’t as socially integrated as Sony’s PS4 – for now. But when the floodgates inevitably open, and Xbox users can share their accomplishments on various social media platforms, you’ll know. Because from that moment on, video game “shares” will be unavoidable.

David Packard of Hewlett-Packard once said, “Marketing is too important to be left to the marketing department.” And as gamers carry the marketing torch across social media this generation, I’m sure Sony and Microsoft would be inclined to agree with that sentiment.