Blizzard's latest expansion to StarCraft 2, Heart of the Swarm, attracted over 1 million viewers for its live launch broadcast.
The company's 21-hour global broadcast saw the community responding with up to 125,000 concurrent viewers, according to broadcaster Twitch.
Likewise the company saw sales hit 1.1 million worldwide, including both digital and retail sales, while StarCraft 2 fever married over into last weekend's MLG Winter Championship in Texas, with over 157,000 peach concurrent viewers.
"StarCraft II has always been one of the most popular games on Twitch, and we've noticed a wave of new viewership since Heart of the Swarm launched last week," said Kevin Lin, COO of Twitch.
"Viewer numbers are up just about across the board for the most popular StarCraft II pro-gamers and personalities who stream on Twitch."
MLG boss Sundance DiGiovanni added: “Heart of the Swarm has generated even more excitement, and we're all looking forward to what the future brings for StarCraft II eSports.”