At an advertising conference in New York called Ad Age, EA's John Riccitiello addressed attendees in regards to Battlefield 3 and its goal within the games industry: to take down Activision's Call of Duty franchise as the number one first-person shooter.
"This game has been designed to take that game down," he said, before revealing there would be a marketing juggernaut behind both it and Activision's next Call of Duty installment (rumoured to be coming in November, also). He then added that this "battle of the titans" would serve up "a couple hundred million dollars worth of marketing" between the two games and said this was the tipping point for the industry this holiday season.
Rumour also has it the reason EA haven't revealed an official release data for the game yet, is because they're waiting for Activision's official Call of Duty announcement due in the next month or so, to then announce Battlefield a week earlier at retail. The war has most definitely begun.
We have the full address from Riccitiello embedded for you below, and it's a pretty decent watch for those of you interested in how the marketing side of the games industry works.