An unusual mix of celebrities including the cast of The Only Way Is Essex, X Factor's The Risk, footballers Joey Barton and Ashley Cole, Tinie Tempah and England cricketer Graeme Swann turned up for the event.
Outside, huge Modern Warfare projections were cast against HMS Belfast and the South Bank''s various buildings, to make sure that no-one in the surrounding area could miss it.
Inside, there were Xbox consoles liberally scattered (Playstation being strangely absent from the event) for gamers to test out the single player, co-op wave attack modes and the all-important multiplayer mode.
Along with a laser quest-style shooting gallery in the crypt and performances from Example and Chase and Status, a notable highlight of the night was a triumphant victory for Britain in a pan-European multiplayer showdown.
Unfortunately, the same could not be said for Joey Barton, who represented the UK launch event in a celebrity showdown. His unique mixture of firing at walls and excessive grenade launcher use somehow failed to clinch the title.
The QPR player was also later embroiled in a heated argument with the cast of The Only Way Is Essex on Twitter after appearing to get upset at the actions of the reality TV stars during the evening.
A host of celebrity names attended the launch - confirming that Activision's latest shooter really is bringing the fight to even the biggest Hollywood blockbusters.
The event, streamed live by Activision last night, came to a close after the official midnight release date - which saw thousands of gamers across the UK hitting their local stores for their own midnight launch parties.
Any excuse for a celebrity party and the launch of a new video game is as good a reason as any. The Call Of Duty Modern Warfare 3 Launch Event was held last night at The Old Billingsgate in London and apparently 574 Game and Gamestation stores across the country opened especially to sell the first copies of Modern Warfare 3 to gaming addicts queuing outside.
At the party/event/bash names such as Ashley Cole, Imogen Thomas, Jade Thompson, Daniel Sturridge, Katie Melua. Martin Kemp and not forgetting Lauren Pope decided to lend their names to this event, star studded is a word that springs to mind. Example provided the musical flavour for this London video games launch party.
Call of Suty Modern Warfare 3 is what is called in the trade a ”first-person shooter” style game, which when played solo provides a cinematic spectacle, studded with explosions, exotic settings and nerve-wracking cliff hangers. But the experience the game offers online, when played with or against other live opponents, is so compelling that this game dominates all other games.
If you ever want RWD to come and make your party complete, there are some very simple things you can do to make that happen, Xbox 360s, the biggest game of the year, free drinks and some quality live music will do it…not asking much are we?
As the brightness of the neon green lights dominating Central London brightened, the scale of Monday night’s Call of Duty: Modern Warfare 3 launch party drew ever more clear. Upon discovering the queue around the block, there was no mistake to be made. The great and the good of TV, Sport and Music all keen to mark the biggest media launch of the year ahead of its midnight release. Any complaining about the light drizzle was muted by the presence of automatic weapon-toting, camouflage-sporting sentries, they were there for show but we’re not risk takers. Greeted at the door by a cast of television personalities grabbing celebrities aside to discuss the party before being thrust into Old Billingsgate Market where a fruity cocktail loaded with ice and topped-off with a Pineapple slice was patiently awaiting our presence. As many Xbox 360s as the eye could see filled the not inconsiderate floorspace [well, not that many, but more than enough to have a pretty great night] with spectators gathered around CoD experts and fans shooting, stabbing and dieing in the impressive urban environments crafted specially for Call of Duty: Modern Warfare 3.
A few fruity cocktails later [added to the original Pineapple based concoction was an exciting bright green affair] we were treated to an on-stage international CoD showdown with England represented by Joey Barton [the first time since 2007] who frankly looked a bit out of his depth against what we assume was an Italian Basketball player, a Spanish singer and a general cast of European stars of whom we know nothing. Barton went on to criticise the night for playing host to the cast of The Only Way Is Essex, which, while we don’t necessarily disagree with his comments, we feel it’s our duty to add that his aggression may have been caused by frustration at his apparently average Call of Duty skills.
As the night wore-on the celebrity cordon heaved as Ashley Cole, David Haye, Graeme Swann, Anton Ferdinand, Rizzle Kicks, Jack Whitehall, Anton Ferdinand, Chris Fountain, Imogen Thomas, The Riskand Daniel Sturridge arrived before Example appeared on a hidden stage to inject the much needed energy blast into a night which was in danger of fading into game-playing, nacho eating, beer drinking CoDnormality. As the clocks counted down to the game’s midnight launch the party kept going, if the specially invited guests weren’t Call of Duty fans before the night, they certainly were by the end of it.