EA says the balance of power in the first person shooter market is shifting away from Activision's genre leading Call of Duty series to its own "champion", Battlefield.
European senior vice president Jens Uwe Intat told MCV he's certain Battlefield will at some point overtake Call of Duty commercially.
"Certainly. The only question is when that day will be," he said. "And for me, the sooner the better.
"With Battlefield 3 we have a superior games engine and a top notch product. We are convinced that we will, in fact, have a better product than our key competitor in the space. We think this is the perfect year to gain back market share."
Battlefield 3 "is our champion this year", he added.
Activision Publishing CEO Eric Hirshberg said this week that EA's intense focus on taking down Call of Duty is only helping to build public awareness of Modern Warfare 3.