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Activision finesses Destiny sales numbers to make the launch sound great. Gamers, at least, are playing it. “Destiny fans played more than 100 million hours of the game in the first week. That’s on par with the engagement levels of our most popular Call of Duty games, which obviously is an industry leader,” said Eric Hirshberg, chief executive of Activision .

Activision said that Destiny, its latest MMO/shooter franchise for the Xbox and Playstation, pulled in $350 million in the first five days it went on sale. Activision is calling it the “best-selling new video game franchise launch of all time”—which is an interesting way to spin the numbers.

Grand Theft Auto V, which capped an already successful series, sold $1 billion worth of revenue in just three days on just the Xbox 360 and PlayStation 3 alone—and about $800 million on the first day. And Call of Duty:Ghosts did even better, recording $1 billion of revenue in just a single day.

Whether Destiny is profitable, of course, is another matter entirely. Although one report speculated that Destiny’s budget was $500 million across several games, Activision Blizzard recently debunked that figure. “But the budget for Destiny, including associated marketing costs and pizza Wednesdays, is nowhere near 500 million dollars,” the company said in a blog post.