EA COO John Pleasants did DICE's marketing team no favours today when he let slip that Battlefield 3 is not only in development, but is "looking very good".

Speaking at the William Blair Growth Stock Conference, Pleasants said "I've had the luxury of looking at Battlefield 3 over at DICE in Sweden and was highly impressed by the way the team is working on that product. Of course, that's not [coming out] in the fiscal year, but that is a product that is looking very good".

With Bad Company 2, Battlefield 1943 and Battlefield Heroes coming out, could there be such a thing as too much Battlefield?

Electronic Arts Confirms Battlefield 3 In Development [G4]

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