"Modern Warfare 2" strikes on Tuesday in a worldwide assault eagerly awaited by lovers of the blockbuster role-playing battle videogame franchise.
Videogame publisher Activision Blizzard believes that the sixth installment in the "Call of Duty" franchise could be the most powerful entertainment industry launch of the year, outshining even Hollywood blockbusters.
Activision has predicted that "MW2" will be such a hit that the California-based company will see record operating margins. Pre-orders for the 60-dollar (US) videogame are the highest in the firm's history.
"We're already seeing it bully other name-brand competitors into pushing their release dates back rather than risk going head-to-head in the same launch window," said Scott Steinberg of videogame and gadget website Digital Trends.
"Put simply, if you only buy a single game this Hanukkah or Christmas, this is the title to beat."
Analysts expect "Modern Warfare" to blast new life into a videogame industry that has seen sales figures this year hobbled by dismal economic conditions and a dearth of hot releases.
US videogame sales showed a modest increase in September, breaking a six-month losing streak.
Sales would have to skyrocket in the remaining months of the year just to meet last year's numbers.
"Modern Warfare" is expected to delight mainstream videogame players along with the franchise's fan base of "hardcore" gamers thrilled by first-person shooter titles.
"It's designed to be as much of a breathlessly cinematic experience as simple run-n-gun outing," Steinberg said.