Call of Duty: Modern Warfare 3 is already destined to be one of the most profitable games of the year, and a Neilsen report has earmarked the title as the 'most coveted' game of the holiday season in the US.

Neilsen's Top 20 Games to Watch analysed data from August 21 to September 17, surveying 5000 'active' gamers and 417,433,251 online conversations. 27 per cent of those polled wanted to get their grubby mitts on Call of Duty: Modern Warfare 3.

EA's rival shooter, Battlefield 3, trailed in seventh place with 12 per cent of the vote.

Gears of War 3 and Madden NFL 12 both took 19 per cent. The Legend of Zelda: Skyward Sword is clearly of interest to the hardcore market, too, with 14 per cent of gamers interested in Link's latest adventure.

With the survey taking place just before the release of Gears of War 3 and Madden NFL 12, it's likely the hype for these games would be at its highest - this would explain why the games are sitting so high on Neilsen's chart. I imagine the list would look quite different if the survey was conducted in October.