Not anymore. FIFA is an absolute monster in almost all of the territories it is released, with PES struggling to maintain market-share. EA believes its upcoming Battlefield 3 has the potential to claw back market share from competing shooters in the same way.

“One of my favourite sayings is ‘Rome wasn’t built in a day’,” EA publishing executive Jens Uwe Intat told MCV. “We might not do it Day One, but we are going to take a decent amount share from Activision. In broad numbers, Activision has 90 per cent of the shooter market, and we want to see that go down to 70. I would be even happier if they were left with 60 per cent.

“The poster child for the model really is FIFA. Ultimate Team has proven that we can give a compelling experience every day, and also monetise it.”

The statement echoes an interview Intat provided in the past: “In the years to come, we’re definitely going to beat Activision and Call of Duty," he said last year.

“The combination of digital marketing and advertising with the strength of word of mouth – something that really helped FIFA – should help the comeback."