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EA is about to spend over $100 million on a Battlefield 3 marketing campaign to try and change the mindset regarding when gamers think about modern warfare games, Call of Duty is the first franchise that comes to mind. At the recent Ad Age Conference in New York, EA head John Riccitiello, said that Battlefield 3, "is designed to take down [Modern Warfare 3]. There will be a couple hundred million dollars of marketing going against these two products going head-to-head."
Them's fightin' words! Call of Duty: Modern Warfare 3 hasn't even been announced yet, but if the two arguably best FPS franchises are going to be competiting so heavily against one another, then there's a good chance that FPS fans are going to be getting their hands on two very good games come this fall. Other triple A games that have had huge marketing campaigns include Homefront, Assassin's Creed: Brotherhood, and of course, Call of Duty: Black Ops.