EA boss John Riccitiello's told Kotaku that EA's Medal of Honor relaunch is a bid to win back leadership in the FPS race from Activision.
"I'm not saying it's going to happen tomorrow, but in the way that Activision sort of alternates sequels of Modern Warfare and Call of Duty and owns the leadership position in FPS [first-person-shooter], between Medal of Honor and Battlefield, I want it back," he said.
"And we're going to get there with innovation and quality."
The new Medal of Honor takes place in modern Afghanistan, and it's Bad Company 2 counterpoint is now up to scratch the Infinity Ward's best, the exec claimed.
"The first [Bad Company] did very well in its first outing," he said. "The next one is a heck of a lot better and it looks like a worthy competitor to Modern Warfare."
Medal of Honor ships next year for PC, PS3 and 360. Its first movie hits at the VGAs on December 12.