Call of Duty: Infinite Warfare has seen an almost 50% drop in first-week UK sales compared to last year's Black Ops 3 - and yet it's still the second largest launch of the year.
According to GfK Chart-Track, launch sales have fallen 48.4%. The major difference between the two releases is Infinite Warfare's lack of a last-gen Xbox 360/PS3 release - but even taking into account only current-gen console releases, the drop is still significant at 43.6%.
But then you remember just how big a deal Call of Duty is - even with the fall in sales, it still beats out its biggest rival, Battlefield 1, to become the second best-selling UK launch of the year, after FIFA 17.
As pointed out by Eurogamer, Activision did tell investors last week that it expected to see a drop in sales, given Infinite Warfare's position as a new sub-series, compared to Black Ops' position as an established fan favourite. It's also worth bearing in mind that this year's release sees Titanfall 2 join the usual Battlefield-Call of Duty bout, which may have siphoned some sales away.
However, alongside fan backlash to the game's first trailer, and its pack-in deal with Modern Warfare Remastered, Activision likely wasn't expecting quite this kind of drop-off. It remains to be seen how the game will perform in other territories - we'll be sure to update you on that as soon as we know.
While our review of Infinite Warfare isn't yet complete, we're positive on the whole. The single player campaign may be "slow and plodding", but multiplayer is "where it shines" - if we had to score it now, we'd award it a 7.7.
Joe Skrebels is IGN's UK News Editor, and he's sold 50% fewer of his cool hand-drawn comic about dogs this year than last (only his mum buys it now), so he gets Infinity Ward's pain. Follow him on Twitter.
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