EA is confident that its flagship FIFA franchise can maintain an edge over Konami's Pro Evolution Soccer series.
While the two games are coming close to a release date head-to-head, Jens Uwe Intat told MCV at Gamescom this week reiterated that the FIFA games have made year-on-year improvements due to focus on product quality.
"FIFA has been over the last couple of years on an excellent path and we continue to grow market share against Konami," he said.
"That's a result of EA choosing to work on fewer, bigger titles."
He added: "Our games just get better and better - we have a clearly superior product to Konami, which I think wasn't the case in the previous generation.
"Consumers - and even journalists - have come to understand this and the improvements we make; that all adds up to building market share there."
Intat said the game was key in a 'big trio' of EA titles spearheading its Q3/Q4 activity - FIFA 11, Need For Speed Hot Pursuit and Medal of Honor - that will see it retain and grow its impressive market share in Europe.