Last night, London's midnight launch event for World of Warcraft expansion Wrath of the Lich King attracted the biggest UK crowds HMV could remember seeing.
A spokesperson told us he estimated around 2000 - 2500 rat-punchers queued to get their hands on the game. The previous record, coincidentally enough, was set by previous World of Warcraft expansion The Burning Crusade, which gathered flocks of around 1500 people.
But London wasn't the only city to welcome the high profile release; San Francisco, New York and Paris all ran similar shindigs. And each sprouted lines of adoring attendees decked out in all manner of World of Warcraft-related costumes.
Our Eurogamer France friends tell us there were roughly 4000 people in the capital split between one Alliance shop (FNAC) and one Horde outlet (Virgin Megastore), which rather trounces our efforts.
Meanwhile, Pat "paparazzo" Garratt snapped fans at the London event for videogaming247, while Eurogamer France hordes pictures of the Paris launch.
World of Warcraft: Wrath of the Lich King launches today, silly, ups the level cap to 80, and adds the Death Knight Hero class, graphical improvements, and the entire new continent of Northrend.
This is one of Blizzard's biggest projects yet. You can expect our thoughts on World of Warcraft: Wrath of the Lich king very soon.
Until then, head over to our Wrath of the Lich King gamepage for all of our considerable coverage to date.