Bungie's blockbuster science fiction shooter Halo: Reach generated $200 million in day one sales, Microsoft has announced.
The impressive figure means Reach earned more money on day one than "any entertainment launch in 2010", Microsoft Game Studios boss Phil Spencer said during a keynote presentation to press at the Tokyo Game Show.
Reach also surpassed the all-time Halo 3 record for simultaneous Live users.
Spencer's impressive Reach statistics were followed by encouraging figures for the Xbox 360 console itself.
It was the best-selling console in the US for the third month in a row, he said, and, based on "sell-through data", it's the number one selling console across Europe.
Halo: Reach, released on Tuesday to much fanfare, scored a wonderful 9/10 in Eurogamer's review.