I don't think there was any doubt in the mind of many shooter enthusiasts that Battlefield 3 was going to convert some Call of Duty: Modern Warfare players, pinching some of Activision's profit margin. It appears that is the case, with EA's Peter Moore saying that while the latest Call of Duty continued the trend of breaking sales records, that doesn't mean Battlefield 3 missed out on nabbing some market share from the FPS giant.

"Ten million sold in and five million sold through doesn't come out of nowhere - if we haven't gained share, that means in the first week we've added five million new FPS gamers" Moore explained.

"I think when the dust fully settles, maybe when we're looking at this at the end of our fiscal year [March 31, 2012] we'll do an analysis and I think we will have taken share. I don't think there's any doubt about that, unless everything BF3 sells is just incremental."

In August Moore said Battlefield 3 didn't have to outsell Modern Warfare 3 to be a success, and that sentiment was reiterated during his talk with IndustryGamers: "It's less about being second place. This is about taking market share. If you look at last year, you might argue that Call of Duty took maybe 90 percent of the [FPS] 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."

Source: IndustryGamers