In the same investor's call that delivered the news of Mass Effect 3's delay, EA CEO John Riccitiello also spoke about the publisher's forthcoming attempt at gaining significant share in the holiday-period FPS market with Battlefield 3, revealing that pre-orders for the game are up 700% for the same time last year with Battlefield: Bad Company 2.

"We know we have a big competitor," Riccitiello said. "But head-to-head with Call of Duty in Q3, we have the superior game engine, a superior development studio, and a flat-out superior game - our goal is to significantly gain share in the huge FPS category and to put the other team on defense."

There's no denying Battlefield has the visual credentials, as well as the development pedigree, but Activision have yet to reveal anything regarding the obvious next installment in Call of Duty, and the brand itself has become the largest in videogame history. It's going to be an interesting November, that's for sure.