EA's already conceded that Medal of Honor won't beat Call of Duty right from the off, but EA Europe SVP Jens Uwe Intat says the company will topple Activision's genre dominance in the long-run.

"We certainly want to get back on top for shooters with Medal of Honor," he told trade mag MCV.

"We're not going to outdo Call of Duty this year but it will get dangerously close. This is going to be a journey, as it has been with the way FIFA overtook PES.

"In the years to come, we're definitely going to beat Activision and Call of Duty.

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

Intat also pointed out that EA has another FPS weapon in its arsenal in the form of Battlefield.

"In some countries it came close to outperforming Call of Duty: Modern Warfare 2," he pointed out.

Of course, Medal of Honor can only challenge Call of Duty in the future if it gets a sequel, which Danger Close exec producer Greg Goodrich has said won't happen without three million sales.

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