If you thought that the launch of Modern Warfare 2 today meant excitement behind the game will die down, think again.
MCV understands that Activision has shipped some 3m copies of the game into the UK to satisfy the huge level of demand for the game.
It's an unprecedented first-day ship number, and is enough to fully stock the thousands of stores open for midnight launch earlier today - and beyond.
Industry insiders reckon today's launch will break all sales records, beating GTAIV's five day UK record of over 900,000 units sold.
It's expected the remaining 1.5m units will keep the game highly-placed in stores in the run up to Christmas.
The game has been hugely hyped since being unveiled earlier in the year - last night it was officially launched via a Leicester Square 'premiere' and celebrity-packed launch party.
Reviews first published today and yesterday have also been highly complementary of Modern Warfare 2. The game currently has a Metacritic score of 96.