Halo 4 has set a launch day record across all entertainment mediums.
Microsoft has announced the latest in the sci-fi shooter has made $220m worldwide in its first 24 hours of availability.
The figure makes the title the biggest entertainment launch of the year thus far – outperforming both 2012's previous leader The Avengers film, and the all-time record holder Harry Potter and the Deathly Hallows: Part 2 film.
"Consumer demand and excitement for Halo 4 is even greater than we anticipated," GameStop president Tony Bartel said as part of the announcement.
Lifetime sales have hit $3.38bn for the franchise, and Microsoft claims Halo 4 is on pace for $300m by the end of its first week.
All that in mind, history suggests Microsoft's victory could be short lived with Call of Duty: Black Ops 2 launching later today.