The biggest entertainment launch of all time.
That's no mean feat. As has just been revealed by Activision, Call of Duty: Modern Warfare 3 sold 6.5m copies in the UK and US alone in its first 24 hours on the market.
That means it sold 75 copies sold a second throughout its first day on retail shelves.
Factor in the limited hours of most retailers and that actually works out to around 200 copies per second.
As pointed out by Activision boss Bobby Kotick, that means the series has to date made more cash than the theatrical releases of both Star Wars and The Lord of the Rings.
It's a remarkable achievement and a strong message of health for the games industry.
It's all the more impressive when you consider that just the week before last EA launched Battlefield 3 which sold 5m copies in a matter of days”, representing a huge expansion for the brand and becoming the biggest launch in EA history.