London is aflame with the biggest game launch in Xbox history.

Master Chief has just crash-landed outside the O2 for the Halo 5: Guardians' launch.

The fifth installment in the hit first-person shooter video game franchise is launching with a bang, by way of a marketing stunt that involved an area of London engulfed in flames.

The stunt was filmed outside the O2 Arena, and saw Master Chief walking away from the area in flames following a crash landing. He was on his way to meet Agent Lock, Halo 5: Guardians' second playable character.

Xbox UK took to Twitter to announce the event.

Master Chief and Agent Locke have landed in London to celebrate the arrival of #Halo5 https://t.co/DVyeEZzVRL

— Xbox UK (@xboxuk) October 26, 2015

The marketing stunt, however, proved to be too real for Zack Garvey, who was in an Emirates Air Line cable car at the time of filming. Garvey tweeted:

@VG_Dave I was in the Emirates cable car going over that when it happened. The explosion made me think the cable car was gonna fall :| — Zack Garvey (@ZackGarvey) October 26, 2015

The fiery feat by Microsoft came hand-in-hand with the video below.

London celebrated the launch of Halo 5: Guardians ahead of the big event in New York City. The event was held in the city's iconic Roundhouse in Camden.

The Halo community gathered, albeit in front of their screens, to tune in to the much-awaited U.K. Launch Event. The launch featured a friendly tournament between four teams of YouTube creators and fans.

For those who weren't able to catch the Halo 5: Guardians U.K. Launch, a video of the event is made available on XboxUK's YouTube channel.

Snapshots of the celebration have also been released by Microsoft.

To date, 67 million copies of the Halo franchise have been sold. It is considered as one of the best first-person shooters on a video game console. The game is branded as Xbox's "killer app."

Halo 5: Guardians takes place in the year 2558, and is set eight months after the events of Halo 4‍ '​s Spartan Ops game mode.

Halo 5: Guardians is now available for purchase, exclusively on Xbox One.