DICE has continually added more and more content to http://www.trueachievements.com/Battlefield-3-xbox-360.htm
through updates and DLC since it came out last October, and now they're introducing another new feature: Matches.
Matches allow for players whom are renting dedicated servers to customize their games right down to the start time, game mode, team size, rosters, and map rotations. The feature is meant to promote directly competitive play between warring clans or groups of friends. Taking a lot of trash talk from an opposing team? Challenge them to a Match, scheduled and coordinated to your specifications. It's a progression from the already rentable servers. Like middle school kids arranging a fight at the flag pole, you can meet up with your team and opposition, take part in a warm-up stage, customize Match settings, and finally see who the best is.
Once the date, time, and roster invites have been sorted, you can then change the game rules right down to things like health regeneration, spawning rules, kill cam settings, and available weapon unlocks. Once everyone has arrived (on time, hopefully), you can participate in a warm-up stage where points and kills don't count until everyone signals that they're ready to advance into the Match. To set your opposition's team, assign a team rival, and he or she can then send out the necessary invites.
At the conclusion of the Match, in-depth analysis of the bout will be available via Battlelog, so you can see what (who, really) needs improving and what your team does well. DICE had this to say about the feature:
With Matches, Battlefield 3 players will be able to create, control, and track directly competitive online play. Platoons, friends, and rivals will be able to put their teamwork to the test in controlled environments laying claim to definitive superiority and creating new grudges.
The developers didn't yet announce a release date for this title update feature, but as soon as we know, you'll know.