Call of Duty: Modern Warfare 3 is the most coveted title this holiday season, according to a survey of 5,000 active US gamers conducted by Nielsen.
It found that Modern Warfare 3 is desired by more than one quarter (27 percent) of active gamers, ahead of Gears of War 3 (19 percent) and Madden NFL 12 (19 percent).
Assassin's Creed: Revelations (17 percent) and Batman: Arkham City (15 percent) rounded off the top five.
Apart from Gears of War 3 for Xbox 360, other platform exclusives to make the list include The Legend of Zelda: Skyward Sword for Wii (14 percent) and Uncharted 3: Drake's Deception for PS3 (9 percent).
Call of Duty: Modern Warfare 3 (27%)
Gears of War 3 (19%)
Madden NFL 12 (19%)
Assassin's Creed: Revelations (17%)
Batman: Arkham City (15%)
The Legend of Zelda: Skyward Sword (14%)
Battlefield 3 (12%)
Just Dance 3 (12%)
NBA 2K12 (9%)
Need for Speed: The Run (9%)
Uncharted 3: Drake's Deception (9%)
Mario & Sonic at the London 2012 Olympic Games (8%)
Lego Harry Potter: Years 5-7 (8%)
FIFA Soccer 12 (8%)
The Elder Scrolls V: Skyrim (8%)
Dead Island (7%)
Kinect Sports: Season 2 (6%)
Resistance 3 (4%)
Dance Central 2 (4%)
Deus Ex: Human Revolution (3%)
Call of Duty has toppled Grand Theft Auto as the king of the mainstream franchises, according to games industry analyst Michael Pachter.
It might not be the case at Activision HQ, but Modern Warfare 3 developer Infinity Ward insists it isn't concerned by sales numbers.