EA has been talking up the battle between Modern Warfare 3 and Battlefield 3 for quite some time now, first in good spirit, then making it downright personal.
Despite all that, company CFO Eric Brown stated at today's Citi 2011 Tech Conference they "don't expect to surpass [the Modern Warfare franchise] this year with Battlefield 3," noting it raked in about 23 million dollars in 2010.
That's not to say EA lacks ambition, mind you. Brown says they anticipate outdoing Bad Company 2, and expect sales numbers to increase each year because the genre is growing, and the Frostbite 2 engine is nothing to scoff at. As of now, Battlefield 3 has brought in 1.25 million pre-orders.