007 may have a licence to kill, but it was Master Chief that emerged triumphant in last week's battle of the brands.
Halo 5: Guardians generated 7.7m during its first 24 hours on sale, Xbox has announced, beating the Box Office opening for the new James Bond movie Spectre. The action film made 6.3m during its opening day.
Xbox launched the fifth main game in its first person shooter franchise on Tuesday, October 27th - the day after Bond, and it was immediately the fastest-selling exclusive game of 2015. Microsoft threw a party to celebrate the game's arrival at London's Roundhouse in Camden.
It was a strong week for the games industry in 2015, with 716,741 games sold last week according to GfK Chart-Track, generating 26.2m in total.
That number is expected to rise further with the launch of Call of Duty: Black Ops III, Fallout 4, Rise of the Tomb Raider and Star Wars: Battlefront over the next two weeks.