EA is no fool, they know they can't steal top spot on software charts this holiday season from rival publisher Activision, even if Battlefield 3 looks like a fierce competitor to the much anticipated Call of Duty: Modern Warfare 3. Newly promoted COO Peter Moore isn't so naive as to think that, but he does fully expect DICE's shooter to take quite a chunk out of Call of Duty's market share.
"It's less about being second place. This is about taking market share. This is really about a long-term strategy in what we think is a very important shooter segment that has driven over the last few years multiple billions of dollars of revenue into the industry," Moore said to Gamespot.
"If you look at last year, you might argue that Call of Duty took maybe 90 percent of the market share. We think we can knock that down to 70 percent this year. We don't have to outsell Call of Duty to have a very successful year. This is a long-term strategy to be a major player, if not ultimately a dominant player in this industry. But it starts this year."
Moore uses FIFA as an example of this long-term strategy, citing its rise to popularity against rival publisher Konami's Pro Evolution Soccer franchise.
"We invested enormously in both the quality of the game, the marketing, a real focus on getting the game right, and being there for gamers and building a community around it. It's no different than what we intend to do in the shooter category," he explained.
EA and DICE recently showcased both the co-op and 64 player online skirmishes of Battlefield 3, which look amazing, but is it enough to eat away at Call of Duty's iron throne?