In the red corner is EA's Battlefield 3, with the inevitable November Call Of Duty release sitting in the blue corner.
Speaking at the Ad Age Conference in New York, EA CEO John Riccitiello revealed that both publishers will drop "a couple hundred million dollars [worth of] marketing" in establishing their respective first-person shooter brands. Activision clearly has the initial advantage. The Battlefield franchise is no small name, but it'll struggle against the mind-share of the Call Of Duty juggernaut.
In terms of game quality, we're backing the red corner. Sales are going to be harder to predict, but how can you not expect Call Of Duty to conquer?