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$310m for Modern Warfare 2 on day one in US and UK

By Phil Elliott

Thu 12 Nov 2009 12:15pm GMT / 7:15am EST / 4:15am PST

Activision releases sales data on key Western markets for "cultural phenomenon"

Activision Publishing

Activision, Inc. is a leading international publisher of interactive entertainment software products....

Activision has revealed that Modern Warfare 2 made USD 310 million on its first day on sale - in the US and UK markets alone.

That's according to internal estimates at the publisher, and if accurate would make it the biggest entertainment launch of all time - eclipsing the last blockbuster videogame to claim that honour - Grand Theft Auto IV, released last year.

The company added that it believed 4.7 million units were sold in the two countries as thousands of stores there opened at midnight, while in the UK a number of supermarket stores sold out as frenzied discounting reduced the price point from GBP 44.99 to nearer GBP 25.

The Infinity Ward-developed title had been predicted to be the year's biggest seller, although just prior to launch there was some controversy about a terrorist scene in the game, picked up by mainstream press, while some retailers broke street dates as demand hit fever pitch.

"The Call of Duty franchise has become a cultural phenomenon showing the power of video games as an entertainment medium," said Mike Griffith, CEO of Activision Publishing. "The shattering of these entertainment records is a testament to the compelling, cinematic and uniquely engaging experience that the Call of Duty brand delivers.

"Modern Warfare 2 has taken interactive experience to unprecedented heights setting a new standard for entertainment," he added.

But despite the runaway success of the game, investors seem to be unimpressed, as the company's share price has fallen by 3.8 per cent since Tuesday to USD 11.38.

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