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2008 Dane ? tomorrow is Memorial Day ..S. has Activision's multibillion-dollar franchise in its sights Deploying Battlefield 3 two weeks before the Nov 8 arrival of the next Call of Duty installment Modern Warfare 3 is part of EA's extensive campaign to gain inroads into the $5 billion first-person shooter game marketAt stake is leadership in one of the hottest genres for the $60 billion global video game industry First-person shooters currently account for about 16% of all console video game sales and that's expected to increase says Baird Equity Research analyst Colin Sebastian Action games such as the Batman and Uncharted titles make up 22% followed by 16% for sports games such as and NBA 2KMore than two years ago EA began putting into place a strategy to loosen Call of Duty's grip on gamers The first salvo was last fall's a reboot of the franchise that only a decade ago itself was the top first-person shooter franchise Medal sold 5 million copies but amounted to a mere flesh wound as Activision's 2010 release rolled on to set a sales record of 25 million copiesBattlefield 3 appears to have more firepower An on-the-rise development studio DICE (Digital Illusions Creative Entertainment) has gradually built a following with its Battlefield series of games Armed with its new Frostbite 2 technology to create Battlefield 3's cinematically fluid graphics buzz has been building about the game EA says pre-orders for Battlefield 3 are seven times that of previous Battlefield games and approach 3 millionStockholm-based DICE acquired by EA in 2006 "set out to conquer a titan to make a better game than the best shooter in the history of our industry and do it by a wide margin" EA CEO John Riccitiello said recently on "We set out to do something great here and I think we have"Battlefield's assault on Call of Duty: Modern Warfare 3 "is certainly more aggressive than we have seen in the past" says Electronic Entertainment Design and Research (EEDAR) analyst A recent trailer for the game accompanied by the raucous Jay-Z track 99 Problems carried a tagline of "Above and Beyond the Call"And a future downloadable game map is called "Warfare" "EA is trying to position itself" he says "so that when the next generation of consoles comes out they can be there to innovate quicker and better than its competitors and hopefully overtake Call of Duty"A fair fight or mismatchEven though Activision and EA are the top two US game publishers analysts don't think Battlefield 3 can contend with the next Call of Duty gameFor starters Call of Duty is one of the top entertainment franchises of all time in terms of recurring revenue Sebastian says The last two Call of Duty games ?? 2010's Black Ops and 2009's ?? have taken in $15 billion and $13 billion respectively at retail That rivals the movie Titanic ($184 billion) and combined matches Avatar ($28 billion) Sebastian says EA is driving this idea of a "battle" between two powerhouses he says But that might be more corporate hype than reality "Battlefield is a very strong video game franchise but not an entertainment juggernaut like Call of Duty" Sebastian saysHe expects Battlefield 3 to sell well especially the PC version but doesn't expect it to be a "must-have game for the holidays ??Call of Duty is a must-have game now"Wedbush Securities analyst Michael Pachter says EA has succeeded to a point by trying to "provoke Call of Duty players to check (Battlefield 3) out ?? I don't think that they expect that this year everybody is going to abandon Call of Duty and embrace Battlefield 3"A win for EA he says would be to sell about half of what Call of Duty: Modern Warfare 3 does "That would be a huge victory" Pachter says "What EA doesn't want is Call of Duty to outsell them 4-to-1"He notes that this is a battle that Activision itself had to fight years ago In 1999 EA published the first Medal of Honor game for the original PlayStation Originated by filmmaker the World War II-based franchise has gone on to sell more than 30 million copiesAmong those who helped develop 2002's Medal of Honor: Allied Assault was a core group that left to found the studio that eventually created the Call of Duty franchise and the subsequent Modern Warfare games that dethroned Medal of HonorWhen Medal of Honor ruled annual sales of a few million copies were considered a victory In contrast Modern Warfare 3 is projected to sell as many as 20 million copies by year's endWhat EA and DICE are trying to accomplish "is essentially what Call of Duty did to Medal of Honor but with much higher stakes" Pachter says "And EA has more to lose because it could screw up on Battlefield Nobody knows if it's good"Interest in shooter games is high enough and "the market is big enough for both of them to exist and succeed" Divnich says With the onslaught of advertising new players may be recruited to one or both games"We expect each one to perform well in (its) own right" says Bob Puzon vice president of merchandising for video game retail chain GameStop More than 4000 of its stores plan midnight launch events for both games "They each have a large loyal fan base so the excitement and trash-talking is buzzing throughout the gaming world I wouldn't say it is a clash ?? just two high-caliber shooters that gamers are passionate about and launching within a two-week period"Ready to rumbleFrom within its glass-walled offices above the bay in Stockholm that leads to the the Battlefield 3 development team has focused recently on fine-tuning its game so that it is primed for combat"When it comes to the 'title fight' out there and to actually how we market the game that is what we leave to Electronic Arts" says Karl Magnus Troedsson general manager of DICE "We know they are very good at it We ?? just try to build the best game we can and hope that is enough "While Swedes are not known as boastful folks "we are competitive" Troedsson says "First and foremost we compete with ourselves Naturally we are looking at what the leaders in our genre do as well We want to get up there and give them a challenge A run for the money so to say"Anticipation has been building for Battlefield 3 since an impressive gameplay video was shown at the Game Developers Conference in San Francisco in March The action had a Black Hawk Down-documentary feel with US Marines in the Middle East under attack from a sniper then a skyscraper toppled by an earthquakeThe game's single-player story like that of the Modern Warfare games is based in the near future Main character US Marine Sgt Blackburn has uncovered a terrorist plot Additionally the game has multiplayer modes that can be played by up to 64 players simultaneously on PCs (up to 24 on and Xbox 360)Last month's online test of the multiplayer system attracted more than 95 million players but had some bugs and took some criticism from gamers who didn't like the featured game mode But Troedsson said the feedback helped DICE fix problems and stabilize the online networkHowever EA didn't provide copies of the console version of the game to reviewers in advance of Battlefield 3's launch as is the standard with most top-tier launches (USA TODAY was given a copy of the PC version See our impressions at techusatodaycom)Interest in the game is peaking says DICE marketing Vice President Lincoln Hershberger Battlefield 3 was named the top action game at the annual Gamers have watched 100 million Battlefield 3 videos on the Internet and nearly 2 million have "liked" its Facebook page he says "The network effect of people sharing those videos and generally spreading the word is that it grows exponentially"Fans on video game social-networking site Raptrcom voted 3-to-1 for Battlefield 3 over Modern Warfare 3 as the game they are most looking forward toAs with sports and business competition "builds a lot of interest and creates a lot of innovation and new ideas" Hershberger says "Whether it's the graphics engine the multiplayer features the social-network features or the way we deliver our story All those things go into making a great shooter and are continuing to propel the category to higher levels" And perhaps the biggest war game showdown to date kicks off this week with ' release of first-person combat game Battlefield 3,Barbour Jacket,--Steve Blount is the former editor of Caribbean Travel & Life,parajumpers outlet, Try shopping for locally-made baskets ? 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