Activision has confirmed that modern Warfare 3 has shattered the record held by Call of Duty: Black Ops to become the biggest entertainment launch of all time.
In total the game sold a staggering 6.5m units in just the UK and North America alone in its first 24 hours on sale, amassing sales of $400m in the process.
It’s the third year on the trot that a Call of Duty release has set day one entertainment launch records – an all-time first.
"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," Activision Blizzard CEO Bobby Kotick stated.
"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."
CEO Publishing CEO Eric Hirshberg added: "Call of Duty is more than a game. It's become a major part of the pop cultural landscape. It is a game that core enthusiasts love, but that also consistently draws new people into the medium. It is the most intense, adrenaline pumping entertainment experience anywhere.
“I would like to thank our incredible teams at Infinity Ward and Sledgehammer Games for making a brilliant game. But most of all, I would like to thank our millions of passionate fans worldwide. We made this game for you."