FIFA has become the first gaming brand to surpass the £1 billion mark at UK retail, GFK Chart-Track has revealed.
The £1 billion milestone was reached through 40 FIFA games - though the two most recent releases accounted for just over £200 million.
Call of Duty and Mario are the UK's second and third largest grossing UK brands by revenue generated, Chart-Track added.
Activision's blockbuster FPS series has made over £800 million in the UK - and has achieved this through the release of 19 games.
Chart-Track doesn't monitor DLC sales, but given the strength of Call of Duty map pack sales, along with EA's successful digital FIFA offerings, both series have likely made far more than what has been achieved at retail.
The third highest revenue generator, the Mario series, is made up of 60 titles including tie-ins such as Mario & Sonic at the London 2012 Olympic Games.
Chart-Track's data is only based on records dating back to the company's inception in 1996, which a number of FIFA games and many Mario titles pre-date.