EA’s goal with Battlefield 3 is not to beat Modern Warfare 3’s sales, chief operating officer Peter Moore said at Gamescom this week — needless to say, a realistic expectation considering Call of Duty‘s sheer brand power — but to redraw the line. The publisher sees the game’s release in a few months as a stepping stone in a longer scuffle for the domination of the shooter market, hoping to eventually do to Call of Duty what FIFA did to Konami’s PES series.
“If you remember, FIFA and Pro Evolution Soccer used to be as recently as three or four years ago, head-to-head in a lot of markets, with PES as the dominant brand,” Moore told Gamespot at the event. “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.”
A similar strategy is planned for the DICE-developed Battlefield series; “Battlefield 3 is EA’s bid to carve out a bigger foothold in the shooter genre.”
“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.”
And they’re well on their way; Battlefield 3 has been on an award-winning spree as of late, most recently grabbing Gamescom’s “Best of” honors.