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'Call of Duty: Black Ops' Exceeds $650 Million in Retail Sales After Five Days

Activision Blizzard video game sets another record, once again touts "largest entertainment launch" ever

NEW YORK - Video game giant Activision Blizzard said Thursday that Call of Duty: Black Ops has surpassed $650 million in worldwide retail sales in its first five days - setting a new industry record.

The company said the figures "shattered theatrical box office, book and video game sales records for five-day worldwide sell-through in dollars," confirming the game's status as the "largest entertainment launch in history."

The numbers also exceeded Activision's previous five-day worldwide record of $550 million set by last year's Call of Duty: Modern Warfare 2, according to internal Activision estimates.

In the first 24 hours of availability, the game had brought in $360 million in retail sales in North America and the U.K.

"Call of Duty: Black Ops is clearly off to a great start, reflecting the strength of the franchise, the underlying quality of the game and the growth of the addressable market following the significant year-over-year increase in Xbox 360 and PS3 hardware sales," said BMO Capital analyst Edward Williams.