Call of Duty: Black Ops studio Treyarch doesn't get the credit it deserves, Activision CEO Bobby Kotick has insisted.
Following EA boss John Riccitiello's bad-mouthing of the developer earlier this week, Kotick stuck up for the studio in an interview with CNN, even giving it credit for Modern Warfare's multiplayer modes.
"Multiplayer has been largely developed by Treyarch," he explained, referring back to Infinity Ward's lauded shooter.
"I don't think Treyarch got their due for how much they contributed in the production and polish to the multiplayer."
Kotick went on to explain that he believed the franchise's multiplayer component was now an integral part of young people's social lives on a par with Facebook or text messaging.
"If you look at the 500 million people who are on Facebook and the way that people text each other and instant message and use video chat, there is now an evolution of media," he said.
"Those are the characteristics and attributes that a generation and audiences feel are very important to their media and entertainment experiences. And we expect that."
Kotick insisted that the Call of Duty franchise delivers on that trend and has become an integral part of young people's social lives.