As the war heats up between Call of Duty and Battlefield over both series' 2011 iterations, execs from both Activision and EA have talked big games for their camps.
Speaking to MCV, EA Europe boss Jens Uwe Intat told the trade site that in terms of Battlefield overthrowing Call of Duty to the FPS crown, it's an inevitability.
When asked about it, he said: "Certainly. The only question is when that day will be. And for me, the sooner the better.”
Needless to say, DICE's eggs are in the basket for 2011 for EA. But you should probably watch for more other than just Battlefield for the future, according to Intat.
"It’s our champion this year, yes. But it is true that we have a few more in the genre, so we will see how many different franchises we will continue with in that space."
But in terms of competition, Activision's only focusing on getting to the finish line rather then worry elsewhere.
"Well, I think EA might talk about our games in the press more than we do. So, the first thing I say to them is ‘Thanks for the assistance in building awareness," CEO of Publishing, Eric Hirshberg, told MCV.
"But when you think about it, we’ve had tough competition every year for Call of Duty. It’s never been easy. This is one of the most competitive genres in one of the most competitive industries. Last year we had Halo: Reach and Medal of Honor, and it’s not like they weren’t amazing developers gunning for the top of this mountain either.
"And it’s the same this year – Gears of War is back along with lots of other games."
He continues: "So, of course, we take all the competition really seriously. But at the end of the day I really mean it when I say we are focusing on the finish line, not the competition. We are making the best game we can, and are throwing every resource, innovation and all the creativity we can at it. And hopefully that will maintain our position."
Battlefield 3 launches this fall for PS3, 360 and PC. Modern Warfare 3 releases on the same platforms on November 8.