But bloody nora, Battlefield 3's early sales figures are still mightily impressive all the same. EA has announced at the company's Q2 sales briefing that it has shipped 10 million copies of Battlefield 3 (which launched this week in North America and Europe).

The company as a whole was bolstered by strong sales in its sports sector — with the likes of FIFA and Madden doing gangbusters — and the performance of its digital business, with Facebook titles such as The Sims Social seeing steady revenue increases.

You can read more EA's Q2 financial report through here.