Just in case you didn't think Activision could break any more sales records with their blockbuster FPS franchise, news arrives that not only did Modern Warfare 3 break the $1bn mark after sixteen days onsale, but it did so a day faster than 3D cinema box-office smash Avatar.
"Engagement of our Call of Duty audience continues to rise around the world," said company captain Bobby Kotick. "Call of Duty as an entertainment franchise has made an indelible mark on popular culture and its broad and continued success is further validation that audiences increasingly value interactive experiences over passive experiences."
Activision suggested that this new milestone marked "the trend of interactive entertainment gaining a greater hold of audiences worldwide", with company noting also that although box office revenues might have slipped a little this year compared to the last, "the number of people purchasing and participating in gaming is on the rise, with no sign of slowing".
"Call of Duty has become that rare entertainment franchise that transcends its own genre," added Activision Publishing boss Eric Hirshberg. "Core gamers love it, as our stellar reviews show. But every year, new people are drawn into Call of Duty.
"And while the franchise continues to set records, our fans still seem to want more, demonstrated by our record setting start on Call of Duty Elite. We are committed to helping everyone connect, compete and improve their game, Call of Duty style."