Modern Warfare 3 has failed to top Call of Duty: Black Ops in units sold over its launch week in the UK, according to reports citing GfK Chart-Track.
The latest instalment in the monster FPS series shifted just under two million boxes, the group's supposedly reported, which although impressive is actually 1.6 percent short of the Black Ops total.
MW3 might not have broken every record in the UK then, but across Britain and North America it still managed to sell-through over $400 million, which Activision claims makes it the biggest entertainment launch ever.
That marks the third consecutive year that the Call of Duty franchise has set day one launch records across all forms of entertainment, says Activision, following similar successes by last year's Black Ops (estimated day-one sell-through of $360 million) and 2009's Modern Warfare 2 (sell through of $310 million).
Activision said earlier last week that over 1.5 million people attended 13,000 Modern Warfare 3 midnight store openings globally in order to pick up the game first thing at launch.
Activision Publishing boss Eric Hirshberg said: "Call of Duty is more than a game. It's become a major part of the pop cultural landscape. It is a game that core enthusiasts love, but that also consistently draws new people into the medium.
"It is the most intense, adrenaline pumping entertainment experience anywhere. I would like to thank our incredible teams at Infinity Ward and Sledgehammer Games for making a brilliant game. But most of all, I would like to thank our millions of passionate fans worldwide. We made this game for you."
Modern Warfare 3 is No. 1 in this week all-formats UK Chart.