Halo 3, the much anticipated exclusive Xbox 360 title from Microsoft, has become the fastest selling pre-ordered video game in history, with North American orders already exceeding the one million milestone.

It seems that consumers have been falling over themselves to order one of the three versions of Halo 3: Standard Edition, Limited Edition and the ultra-collectible Legendary Edition. Microsoft reckons demand has been so strong for the Legendary Edition of the game that it is expected to be sold out by the time the game launches on September 25.

"What we've experienced is nothing short of phenomenal," said Bob McKenzie, senior vice president of merchandising at video game retailer GameStop.

"Halo 3 has eclipsed many previous records and will prove to be one of the must-have items of 2007."

"This September, Halo 3 will push video game entertainment into the forefront of mainstream culture," said Chris Di Cesare, director of creative marketing at Microsoft.

"Teaming up with some of the world's strongest and most recognisable brands is trailblazing new paths and cementing video games as big entertainment on a par with major event films, and is a testament to the excitement and anticipation intrinsically linked to Halo 3."

Other big name companies are jumping on the bandwagon, with Mountain Dew set to unveil the first beverage co-branded with a video game. Mountain Dew Game Fuel is packed with added caffeine to keep those gamers going.

7 Eleven, Pontiac and Burger King will also be joining in on the branding exercise.