The final chapter of the "Gears of War" trilogy for Microsoft's Xbox 360 is out to rave reviews- and for Epic Games- the studio behind it- it's time to cash in, again. Lead game designer Cliff Bleszinski said "With the success of Gears, and seeing that the game sold over 13 million copies between one and two, we have the novels, we have graphic novels action figures, toys, everything. I gotta be honest- we planned this. In fact, we hope we can go even bigger with Gears 3; cautiously optimistic." Big games like the third person shooter "Gears of War" with its cinematic graphics, character and plot development and heavy merchandising have been compared to Hollywood blockbusters- and their launches attract similar intensity from their fans. David Tyson, Gears of War fan said "Ready to go get this game ready to go home and play it all day long, all week long, all month long, all life long, you know just can't wait." "It's the last in the trilogy. It's Gears of War. It's the most glorious game there is." Jackie Lopez said "It's the type of game you play and you feel it inside you know." Gamers can get in for as little as $60 but fans will also have the option to upgrade. Cliff Bleszinkski, design director of Epic Games said, "At the end of the day we are a business. We have to figure out all these different ways to make sure gamers keep our game. So we have downloadable content that is coming. You can actually buy a season pass for a downloadable content which is going to have some campaign that is brand new. It's going to have new multiplayer maps and new additions to horde mode. It's absolutely going to be a great value for the gamers." The release also unofficially kicks off the key holiday season for the $64 billion video game industry- which is expected to be driven by "shoot-em-up" games like "Gears of War 3."