EA Europe SVP Jens Uwe Intat has said the company's looking to overtake the Call of Duty franchise, but it will take it a few years to accomplish.
Speaking with MCV, Intat used the firm's FIFA franchise as an example of how Medal of Honor will eventually win out over Activision's signature shooter.
"We certainly want to get back on top for shooters with Medal of Honor," he said. "We’re not going to outdo Call of Duty this year but it will get dangerously close. This is going to be a journey, as it has been with the way FIFA overtook PES.
"In the years to come, we’re definitely going to beat Activision and Call of Duty. The combination of digital marketing and advertising with the strength of word of mouth – something that really helped FIFA – should help the comeback
"We actually have two IP bullets in our gun; Battlefield sold very well this spring, and in some countries it came close to outperforming Call of Duty: Modern Warfare 2."
Intat's comments reflect those made by CEO John Riccitello during EA's Q1 FY11 call to investors last month, when he said didn't expect ye shooter to top "either Halo of Call of Duty this year.”
Medal of Honor is out October 12 in the US and October 15 in Europe for PC, PS3, and Xbox 360.