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Oh dear. In an interview with Eurogamer TV, Activision senior producer Noah Heller - currently working on Call of Duty: World at War with Treyarch - has found time to call Gearbox’s Brothers in Arms: Hell’s Highway a “crappy war game”.

“I watched the trailer and I’m was like ‘These guys aren’t even in the same league.’,” he said of the Ubisoft shooter’s developer.

“We don’t even think about them… They’re not a game we even think about when we’re playing, we think about the best shooters, we play [Call of Duty 4] Modern Warfare, we play… Gears of War, we play Halo, you know, that’s the competition. We want to look at the games that do great storytelling.

“We don’t want to look at someone who’s just making a crappy war game.”

Charming. Treyarch immediately distanced itself from the comments, saying it found them “offensive”.

Posting on the Xbox forums, the developer’s community manager said, “Over the weekend, we learned that some disparaging comments were made by an Activision rep at a recent Call of Duty: World at War press event. We want to let everyone know that we found those remarks offensive, and they do not in any way represent the feelings of any developer at this studio or at Activision. We hold all of our peers in the development community in the highest regard. We have nothing but respect for the guys and gals at Gearbox.

“We offer our sincerest apologies to anybody who was offended.”

We bet today’s a good day in Noahworld. Thanks, Kotaku (one, two).