Mass Effect 3 pre-order numbers are "well ahead" of those for Mass Effect 2 at the same point before its release, publisher EA has trumpeted.
Higher numbers of pre-orders are no doubt helped by the game's simultaneous launch on PC, PlayStation 3 and Xbox 360, a first for the series.
Nevertheless, interest in the sci-fi RPG has also beaten EA's internal targets, EA product manager Will Graham told MCV.
The sheer amount of money thrown at Mass Effect 3's launch is evident in EA's huge "triple-A campaign" for the game, which has seen a snazzy live-action trailer made for TV and cinema use.
"Online, print and outdoor advertising will help capture the mainstream audience," Graham continued.
"For the core Mass Effect fan, we've been building on the immersive nature of the game with a host of trailers, social media activity and fan site activation."
Then there's the Mass Effect 3: Space Edition, due to be blasted into the atmosphere above London this morning for a few lucky gamers to find.
Mass Effect 3 launches for everyone else on 9th March.