Ignoring calls from Activision to tone down its rhetoric, EA Label boss Frank Gibeau says that - for the first time - the Call of Duty series will face the first real competition it's had "in a long time."
Gibeau bragged that DICE's upcoming FPS shooter Battlefield 3 will "definitely" take market share away from Call of Duty: Modern Warfare 3 this Christmas.
"We're going for it," he said. "We don't take things lightly. If we're going to go after a category, we intend to lead. We have a very big competitor there but they're going to get some competition this Christmas for the first time in a long time. We're all in. We're going for it. How you measure victory, I don't know. What I'm curious about is how the game is going to finish from a quality standpoint - I think it's going to be great."
"We're going to take share from them and I think we're going to grow the business significantly," he continued. "We're going to give them competition for the first time that they haven't had."
Pre-fight cross talk is great in boxing, MMA, and even pro wrestling, but I’m not sure that I care for it when it comes to shooters. Pick your side, and join in the fight, I guess...