Activision has announced that Call of Duty: Modern Warfare 3 has once again set the record for the biggest entertainment launch ever.

Modern Warfare 3 has generated US$400 million in sales in the US and UK in its first week, according to Chart-Track and retailer sell-through information, beating last year’s Call of Duty: Black Ops by $40 million and 2009’s Modern Warfare 2 by $90 million.

“We believe the launch of Call of Duty: Modern Warfare 3 is the biggest entertainment launch of all time in any medium, and we achieved this record with sales from only two territories,” said Activision-Blizzard CEO Bobby Kotick.

“Other than Call of Duty, there has never been another entertainment franchise that has set opening day records three years in a row. Life-to-date sales for the Call of Duty franchise exceed worldwide theatrical box office for Star Wars and Lord of the Rings, two of the most successful entertainment franchises of all time.”

“Call of of Duty is more than a game,” added Activision Publishing’s Eric Hirshberg. “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.”

Microsoft has also announced that the number of concurrent gamers playing Modern Warfare 3 on its Xbox LIVE service set a new record after just two days.

Activision has donated a further $3 million to the Call of Duty Endowment, a non-profit benefit that helps former soldiers readjust to civilian life with job placement and training services.