Activision's Call of Duty: Modern Warfare 3 has rung up sales totalling $400m (£250m) during the game's first day on sale.
MW3 arrived in the shops on Tuesday, and after 24 hours on sale, 6.5m copies had been sold in the UK and North America.
EA's Battlefield 3 took a week to reach 5m units. EA and Activision have been sniping at each other for the past few months, each trying to position their respective games as the best modern war first-person shooter.
MW3's sales revenues eclipse those of the previous installment in the Call of Duty series, Black Ops, which yielded day-one sales of $390m.
The new game's success will go some way to compensate Activision for the decline in World of Warcraft revenues it's been experiencing of late. ®