Call of Duty: Modern Warfare 3 has seen the biggest entertainment launch of all time, Activision has announced.
It has sold more than 6.5 million copies during its first 24 hours in North America and the UK alone, generating $400 million (£250m) in the process.
The launch marks the third time Call of Duty has set day-one launch records across all forms of entertainment, a feat no other franchise has accomplished.
By comparison, last year Call of Duty: Black Ops saw sales of $360 million (£225m), while Call of Duty: Modern Warfare 2 saw sales of $310 million (£200m).
“We believe the launch of Call of Duty: Modern Warfare 3 is the biggest entertainment launch of all time in any medium, and we achieved this record with sales from only two territories,” said Activision CEO Bobby Kotick.
“Other than Call of Duty, there has never been another entertainment franchise that has set opening-day records three years in a row.
“Life-to-date sales for the Call of Duty franchise exceed worldwide theatrical box office for Star Wars and Lord of the Rings, two of the most successful entertainment franchises of all time.”
Call of Duty: Modern Warfare 3 launched on Xbox 360, PlayStation 3 and PC earlier this week