Electronic Arts might be thinking they can take on Call of Duty for the first time in years thanks to Battlefield 3 but industry analysts seem to think differently.

EA plans to sink an awful lot of money into Battlefield’s 3 advertisement campaign in order to finally topple Call of Duty and Activision’s hold over the FPS market.

The brand new Frostbite 2 engine used in Battlefield is really beginning to capture the attention of core gamers after Infinity Ward announced that Modern Warfare 3 would not be using a new engine leading to a graphical difference between the titles.

However many analysts believe that Call of Duty’s market dominance can see it through regardless of the challenge from Battlefield 3, Activision may lose some of its market share but it is expected to outsell EA’s title by as much as 3 to 1 once all is said and done.