DICE isn't battling Call of Duty to get bums on seats in front of Battlefield 4 - it's fighting everything that chews into your gaming time.
In a presentation at the Montreal International Game Summit, as reported by GamesIndustry, DICE LA general manager Fredrik Loving said he's constantly asked about Call of Duty.
While he acknowledged the franchise is a rival to Battlefield, he said it's not the main competitor; whatever makes gamers not play Battlefield is, including Facebook, HBO and Spotify.
Loving said time, not money, is what keeps people from trying new things; once you've invested so much time in a product, you're less willing to make the jump, even if it is superior.
On the theme of non-gaming entertainment, Loving also said he wants players to view DICE the way they view HBO - worth sticking around for even after Game of Thrones has ended.