FIFA 10 has apparently sold 1.7 million copies in Europe during its first week. According to EA, the title is "the fastest selling sports game ever and EA's biggest European launch in history."
Even with the positive launch, GI.biz spoke with an analyst who believes the sales aren't going to help EA in the long-term. Doug Creutz of Cowan and Company notes that heavy discounts at supermarket chains and other incentives made initial sales strong, but if the situation plays out anything like FIFA 09, the year-on-year sales will only grow marginally. But like a head-butt goal in the first minutes of a match, FIFA 10 is putting on a good show during launch.
Source -- EA announces record-breaking launch FIFA 10 (EA)
Source -- FIFA 10 record sales won't boost profits (GI.biz)