In a report at , Moore said, "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 notes that 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."

Moore also says told CVG that EA wants to become "a major player, if not ultimately a dominate player in the industry."

Does Battlefield 3 stand a chance at slicing into Call of Duty's dominance of the market? Or does Activision have a stranglehold on first-person military shooter dominance?