Although he dismissed the seriousness of the Battlefield 3 versus Modern Warfare 3 rivalry last week, EA head John Riccitiello has risen to the challenge of comments from Activision boss Bobby Kotick.
"[E3 is] the beginning of the war and [Kotick] recognizes [Activision is] going to be threatened," Riccitiello told Reuters.
"We’re going to have a clash of the titans this fall. The very fact that he’s trying to cast doubt on our game is a perfect example of how we got his goat.
"In terms of where this goes, we think our PS3 game is better than their Xbox game and our PC game is better than their PC game. If that’s all he’s got to say, it’s obviously going to evaporate as we launch all three. If you went to our press conference, you saw the PS3 footage and the Xbox footage.
"If Bobby thinks that is PC footage, he’s in real trouble.”
Kotick made an arguably disparaging comment last week about Battlefield 3's chances on consoles, in which he suggested DICE had only shown PC footage so far.
Riccitiello has described the rivalry as "a bit of fun".
In the EA corner, Battlefield 3 launches in late October, while on Activision's side of the ring, Call of Duty: Modern Warfare 3 drops in early November. Both games release on all three major platforms.