Activision has announced that Infinity Ward's Call of Duty: Modern Warfare 2 has become the biggest launch in history across all forms of entertainment, with estimated sell-through sales of $310 million in North America and the UK alone in the first 24 hours.

In its first day the game sold approximately 4.7 million copies in North America and the UK, according to internal Activision estimates.

"The Call of Duty franchise has become a cultural phenomenon showing the power of video games as an entertainment medium," said Mike Griffith, CEO, Activision Publishing, Inc. "The shattering of these entertainment records is a testament to the compelling, cinematic and uniquely engaging experience that the Call of Duty brand delivers. Modern Warfare 2 has taken interactive experience to unprecedented heights setting a new standard for entertainment."

Yesterday ELSPA announced it estimated day one sales of the game in the UK at 1.23 million units.