In case you hadn't noticed the queues branching from your local Tesco last night, Activision's new Call of Duty has officially gone on sale in the UK and North America.
Being the pop-culture phenomenon that it is, a Modern Warfare event attracts a different calibre of celebrity compared to your average launch... like Steve from Eastenders and the cast of The Only Way is Essex (and, if you've been paying attention to his hilarious anti-TOWIE twitter feed one @Joey7Barton).
Talent aside, Activision put on a Hollywood-esque knees-up for the Modern Warfare 3 launch, with performances from urban tuners Example and Chase & Status and a laser quest 'experience' challenging media and soap actors alike to get behind a (plastic) rifle and shoot it out.
The publisher even managed to project giant Call of Duty logos on to the side of HMS Belfast, which in the London night looked like Bobby Kotick's own private battleship.
Braving the cold and fully armed with a list identifying her interviewees, CVG mic lady Alex Sim-Wise pointed a video camera at the footballers and X-Factor contenders to see just how much they know about the Activision FPS.
CVG's extensive Modern Warfare 3 review went live on the site this morning.