Electronic Arts has already shipped ten million copies of Battlefield 3 to retail.
The game launched in the US on Tuesday and in Europe today, and EA CEO John Riccitiello said during an earnings call last night that it was "off to a fantastic start on sales and quality".
"We shipped 10 million units to retail and we are already receiving reorders. The data is still early but sell-through is strong.
"... The results have been tremendous, thanks to the superb quality of the title produced by our DICE Studio in Stockholm, and the world-class marketing executed by our teams globally," he added.
"Our marketing made adept use of YouTube where 13 million people have viewed our trailers and on Facebook where we have 2.1 million fans. Battlefield 3 PR was everywhere, and on launch date, in North America alone, more than 8,400 stores opened early to sell the game. We couldn't be happier with the launch of Battlefield 3."
Earlier this week, analyst Michael Pachter said he expects Modern Warfare 3 will sell twice as many copies as Battlefield 3.
See what we thought of the PS3 and Xbox 360 version of the game in our Battlefield 3 console review.