Bhatia suggested that Battlefield 3 will indeed eventually sell through more copies than Bad Company 2, which has seen 9.5 million units sold to date.
"Note that BF3 will include a map pack if the game is pre-ordered," said Bhatia. "This $15 to $20 value should be a big incentive for customers to pre-order BF3."
He also noted that Battlefield 3's two-week head-start over competitor Call of Duty: Modern Warfare 3 should lead to a huge launch for the title, although "a natural slowdown in sales" will then be noticed once Modern Warfare 3 launches.
Overall, the combined marketing costs for Battlefield 3 and Modern Warfare 3 combined may surpass $100 million by the end of this year, suggested Bhatia.