Acti vs. EA: the trash talk continues

By Fred Dutton Published 19 August, 2011

EA: "Welcome to the big leagues Eric."

And so the playground spat between two of the biggest publishers in the business rumbles on.

Earlier this week, Activision exec Eric Hirshberg finally broke his silence on EA's constant ribbing about how much better Battlefield 3 is than Modern Warfare 3, claiming its mudslinging was "bad for the industry".

Rather than see the error of its ways and offer to kiss and make up, EA has duly chimed in with another proverbial hair-pull.

Corporate communications man Jeff Brown had the following choice words to impart to Hirshberg and co. today, via IndustryGamers:

"Welcome to the big leagues Eric - I know you're new in the job but someone should have told you this is a competitive industry.

"You've got every reason to be nervous. Last year Activision had a 90 share in the shooter category. This year, Battlefield 3 is going to take you down to 60 or 70. At that rate, you'll be out of the category in two to three years.

"If you don't believe me, go to the store and try to buy a copy of Guitar Hero or Tony Hawk."

Picture of Fred.

About Fred Dutton

Fred Dutton is Eurogamer's US news editor, based in Washington DC.

Read more articles from Fred by visiting the Fred Dutton archive page.

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Comments (87) Latest comment 9 months ago

Comments for this article are now closed, but please feel free to continue chatting on the forum!

  • hiddenranbir #1 9 months ago

    Zzzzzz

  • BuckEntropy #2 9 months ago

    What Hirshberg said was insipid enough and he should have continued to stay quiet, but this is god-awful. EA's trumping Sony in rhetorical arrogance now. lol

  • DDevil #3 9 months ago

    "Or Rock Band... No, wait... Shit".

  • aphex187 #4 9 months ago

    "If you don't believe me, go to the store and try to buy a copy of Guitar Hero or Tony Hawk."

    LOL!

  • HyperTails #5 9 months ago

    "If you don't believe me, go to the store and try to buy a copy of Guitar Hero or Tony Hawk."

    Even though i've had enough of this, he has a point with that one.

  • bobfish09 #6 9 months ago

    I don't care much for this verbal crap that big companies throw about, but I thought that last comment about Guitar Hero and Tony Hawk was amusing :)

  • agparrot #7 9 months ago

    Yup, this feels like *exactly* what the industry really, really needs right now.

  • TheInvincibleCarmine #8 9 months ago

    Eric made a massive mistake by "playing peaceful"

  • gooner77 #9 9 months ago

    Lol snappy comeback

  • UkHardcore23 #10 9 months ago

    As usual EA have no class, im not a COD fan anymore but i hope they smash Battlefield after this latest outburst!!!

  • Lord_Gremlin #11 9 months ago

    Hm, Activision may actually be in trouble in a few years from now. Think about it, once CoD fails and becomes unpopular, what else they have?
    Ah, yes, World of Warcraft.
    Activision is here to stay even if nobody will buy any of their games.

  • shave_my_donkey #12 9 months ago

    i just hope battlefield beats call of duty. not because i hate activision or anything (but to be honest who doesn't these days) but because it will hopefully make activision wake the fuck up and make a new engine for COD, i mean they are basically using the same one from COD4

  • Ikaros_O #13 9 months ago

    "If you don't believe me, go to the store and try to buy a copy of Guitar Hero or Tony Hawk."

    LoL nice touch.

  • Shikasama #14 9 months ago

    Jesus christ. He is in COMMUNICATIONS. It is his job to keep the stuff that comes from EA from sounding ridiculous.

    Jesus fucking christ.
    Edited by Shikasama at 19/08/11 @ 21:01

  • metalangel #15 9 months ago

    This is absolutely pathetic. EA come across as complete tossers (they are) and are giving Activision a high ground which they probably don't deserve with these sub-pubescent insults.

    Coming up next week: EA calls Activision's mom a fag. Activision responds by saying that makes no sense. EA laughs and says of course it doesn't, because your mom's a fag ROTFELOLOLOLOL nub.

    EDIT: Having read that to myself, does it not sound like the fucking playground to you guys? Some kid shrieking nonsensical insults at another kid, the second kid tries to defend himself by foolishly using attempting to use reason against an opponent who has to be stopped from drinking out of the dog's bowl.
    Edited by metalangel at 19/08/11 @ 21:03

  • Phantom_Dynamite #16 9 months ago

    Oh no he didn't !

    *snaps fingers*

  • Cryotek #17 9 months ago

    This is childish and pathetic. This industry is at an apex, wanting to be taken more seriously as an art form, and this is how 2 of the biggest companies in the industry are acting.... Makes me embarrassed and ashamed. This is why the mainstream media look at gaming as being for idiots.

  • FireMonkey #18 9 months ago

    @Lord_Gremlin - Although people are starting to drop their subscriptions to WoW too.
    It can't continue forever.

    http://kotaku.com/5800175/world-of-warcr...

  • addugg #19 9 months ago

    Ok, just popped into game and bought American Wasteland and GH:Warriors of Rock, now gimme my prize!

    This may be odd for me but on topic, Acti ain't going nowhere, Cod ain't going nowehere. The best he can hope for is that FPS games go the route of RPGs, where the consumer will buy more than one game of each genre. Otherwise Battlefield could find itself struggling.

  • Spunkweazle #20 9 months ago

    i never thought i would see the day that i side with EA in a "yo momma so fat" contest.

  • riz23 #21 9 months ago

    I think that's an awesome piece of corporate communication myself!

  • ajaxpliskin #22 9 months ago

    Thanks for furthering tarnishing the gaming industry to those outside of it EA. Thanks a lot. It's an embarrassment.

  • icematt12 #23 9 months ago

    IIRC Acti did a good job of harming themself with comments in the past. Like politicians, dont get why they feel the need to insult the opposition. I prefer facts and would like EA to focus on their products and features to do the talking. Cant fault some of the latter quotes in this article.

  • CamberGreber #24 9 months ago

    EA: O NO YOU DIDN'T


    I hope Battlefield wins cause Activision needs to get alot more INNOVATIVE than they have been.
    Releasing WHAT AMOUNTS TO BASICLY an exspensive EXSPANISON PACK ONCE A YEAR

  • Phily50 #25 9 months ago

    Although he's being a total cock, he has a point.

  • Max_Powers #26 9 months ago

    Finally some corporate communications that is not mealy-mouthed

  • JamieR #27 9 months ago

    Omg this EA guy is such a dick but i love watching bitches at each others hair.

  • Negotiator1 #28 9 months ago

    You know what I wasn't going to buy either of the two, but I'm starting to like the EA trash talking and I'm going with Battlefield 3. The COD franchise has got out of hand and the fact is it's just not that good, Battlefield 3 looks to be the much better game.

  • lockload #29 9 months ago

    Lol

  • Colin8703 #30 9 months ago

    So Modern Warfare 3 has higher pre- orders than Black Ops which was massive so will in turn crucify Battle field whether we like it or not. Unfortunately that's pretty much a fact.

    Battlefield will be the better game but MW will outsell it without any problems. CoD will die down but not this year. CoD is the Michael Bay of the gaming world with all big explosions and no substance and let's face it, it's not a game made for gamers really. Battlefield is and I'll be getting that.
    As for the publisher's going at it. Both of them are twats and neither are to be trusted or liked. Dice as a developer should not be brought into it as their passion is plain to see and always has been.

  • UkHardcore23 #31 9 months ago

    Is it me or are the people posting reply's in this thread either 6 year old kids or adults that have the IQ as the rioters/looters?

    Trash talking is for fucking idiots! (braaaap braaaaap)
    Edited by UkHardcore23 at 19/08/11 @ 22:26

  • ISmoke #32 9 months ago

    I'll still be buying both but EA are acting like little bitches in this.

  • trubadman #33 9 months ago

    Neither company is innocent. As people have said activision has been milking the franchise, but so does EA, think FIFA and every other sports games which are also yearly expansion packs disguised as new games; in fact EA want to charge us £55 RRP for FIFA... Forget that!

  • trubadman #34 9 months ago

    Neither company is innocent. Activision has been milking the cod franchise for a while, but so does EA with many sports games and it seems that us gamers want to be milked, otherwise sales would decrease. Take FIFA for example, a yearly expansion pack disguised as a new game; this fall in fact FIFA 12 will be sold at an RRP of £55... Forget that! Going back to the MW3, Battlefield battle. I think MW3 will get a lot of sales, probably break black ops records, battlefield will make good ground compared to previous iterations in the series. But personally I don't think it is right to compare gameplay; because despite both games being shooters there aren't too many other similarities. And this EA trash talking is just taking the piss now

  • kassmageant #35 9 months ago

    how i can defend my hobby as not-childish if big-wigs of industry are acting like kids in sandbox, fighting over plastic bucket. maybe EA and activision should join server where Notch will play quake with bethesda and will have team deathmatch - twats vs. funny guys
    Edited by kassmageant at 19/08/11 @ 22:54

  • peppergomez #36 9 months ago

    Just buy him a Camaro, some lube, and a Tom Clancy novel, and be done with it.

  • RevanNL #37 9 months ago

    Well, if COD becomes unpopular so will Battlefield or any other military FPS for that matter. Sales of Rock Band 3 didn't exactly skyrocket after Guitar Hero's demise.

    Also, EA should just stfu. They can start talking once BF3 sells anywhere near 15 million units.

  • Machiavellian #38 9 months ago

    I do not see Battlefield 3 doing anything to the success of COD. They are really not the same type of game and the people that play only COD isn't going to suddenly go over to Battlefield. The two games serve two different markets and that's great. EA is actually making the biggest mistake by trying to compete in the same space as COD. Now EA have PR people who do not know when to shut up and are making their product look worst by acting like children.

    I also see people that talk about innovation and that COD doesn't have it but I am hard press to see any difference in the next Battlefield from previous versions. Yes the graphics look nice but the gameplay appears to be the same. So in other words, if the gameplay is the same pretty much then the outcome will also be the same for Battlefield 3. It will get a number of sales but probably will not dent COD.
    Edited by Machiavellian at 19/08/11 @ 23:30

  • DrStrangelove #39 9 months ago

    Some months ago, I thought BF3 is a real awesome-looking game.

    Today, I think BF3 is endless annoying rants by some infantile c***s who just never know when it's enough.

    Some months ago, I was pretty certain I would buy this game.

    Today, I feel like I shouldn't.

  • Averice #40 9 months ago

    The more EA talks, the less I want to play their game.

  • Feanor #41 9 months ago

    Gotta admit, that's a pretty good line.

  • Steve2911 #42 9 months ago

    Well I'd rather this than Acti's fake corporate diplomacy face, which is just sickening.

  • GrizzleBoy #43 9 months ago

    I dont know what's worse.

    Acti taking the "high ground" (which is basically a veiled attempt to kill any perception of rivalry and therefore kill any percieved competitiveness to ease the pressure being put on them), or people actively criticising EA and labelling them as childish for being the voice of the exact same issues they have with Activision.

    People will shit all over COD all day if they feel like it and pretty much go unheard in the grand scheme of things as wave after wave of samey COD tripe is produced yearly and sold for a premium.

    EA gets out there, makes your voices heard, puts pressure on Acti to do something bigger and better than what they probably would have done.

    And all you can do is stand there with one hand on your hip while waggling your index finger in EAs face.

    Then next year will roll around and those same damn people will begin to complain about how CoD is too similar every year and how there's nothing they can do about it as there's no hard competition to breed the progress needed.

    Then again.....if BF3 does as well as its looking to do, Q3 2012 could be a different picture altogether.
    Edited by GrizzleBoy at 20/08/11 @ 02:41

  • shadowdogg #44 9 months ago

    Harry Hill moment perhaps?

  • BuckEntropy #45 9 months ago

    Activision was at least playing it classy, regardless of what motives you care to ascribe, tacitly not playing along at all is the only smart thing to do. So Eric there did open the door for this and it's all meaningless anyway. But "welcome to the big leagues?" You're going to use that against the entity that's been whuppin yur azz for three years? Seriously?

    But what do I know, the last line there seems to be getting some applause... from people who didn't see that it's specious.

  • JadedSoul #46 9 months ago

    Post deleted at 08:10:55 26-04-2012

  • orangpelupa #47 9 months ago

    is these companies PR people not payed enough? payed too much?
    have nothing to do?

  • muters #48 9 months ago

    You'd think they weren't both releasing a sequel of a sequel of a sequel of a military-themed first person shooter. Somewhere, someone's working on a new IP that'll bomb regardless of its quality and be forgotten within a month.

  • Quak #49 9 months ago

    While EA's behaviour looks pathetic and childish to us, you have to remember that most of these guys are American so you can knock around 20 years off their emotional maturity.

    I have no doubt these highly-paid executives spend their time whooping and high-fiving each other using language like "dude", "awesome" and "radical".

    If you bear that in mind, these types of comments are a little more understandable - though of course no less irritating.

  • tankboi #50 9 months ago

    I love the Battlefield series. Stop making me not want to buy Battlefield 3 just to stick it to you EA, because I actually want to buy it.
    Edited by tankboi at 20/08/11 @ 10:59

  • jabberwoky #51 9 months ago

    I tried MW 2 to see what all the fuss was about. Then I noticed that however many enemy I killed, they just kept re-spawning. Then I realized that you had to get to a point down the street to stop them. Not use my skill and judgement to take them down in various ways so that I could secure the area. And it turned out to be mainly like that all through the game. Which is why I never bothered with the franchise, I mean what a completely crap system. So if Battlefield 3 avoids that I'm in. As for the childish commments by EA, I want to see more stuff like that, in fact I want to see them challenge each other to arm wrestilng, I like a bit of attitude in the VG industry.

  • JadedSoul #52 9 months ago

    Post deleted at 08:10:55 26-04-2012

  • ghiest #53 9 months ago

    Mirrors edge
    Medal of honour
    Command and conquer
    Wing commander
    Populous
    Ultima
    Dungeon Keeper

    Just but a few (popular) game(-series) EA killed off but sure anyone can sling mud? As someone else pointed out let activision do it all themselves without resorting to trash talk just makes themselves look worse :/

  • ukimpact2010 #54 9 months ago

    its a dice takeover . who cares cod is rubbish no vehicles in mulitplayer limited maps that are frankly spawn traps and no map is destructable should i continue , theres AIRPLANES you can actually dirve , and EA dosnt hold back on betas and extras eithers like the tramps at ativision AND dont shut youtube channels down for beta videos or anything cause the game dont suck !! Dice is a brilliant company there have a lot of my respect to there online status there have
    , ok ea severs no doubt where bad before but surely time sorts that out . bfbc2 was okay a few bits of lag but at least the game actually shows you the lag instead of hiding it by bullets round walls or just pure shit gameplay getting killed when u shot first ect the servers are set up in a way the game shows the lag . which is cool
    Considering Bf3 is out first you all be stupid not to buy it

  • Hindle #55 9 months ago

    Post deleted at 23:04:43 04-04-2012

  • Murton #56 9 months ago

    Another genius move by EA as they seek to capture that all important adolescent male market from Activision. That Guitar Hero Tony Hawk line was gold and as we can see from this comments section it has really resonated with a lot of gamers.

    It's also worryingly prophetic. Tony Hawk was just finding a new direction with its open world freeroam approach when EA's Skate appeared and beat it at it's own game, a couple of years later the franchise was retired. Guitar Hero was looking towards a more connected experience and Rock Band came in and set the bar before World Tour was ready and it failed to meet the standard, couple of years later the franchise was retired. Now Battlefield is ramping up and taking some of the spotlight away from CoD could we be seeing another high profile franchise retired in a few years time? Analysts would say no, but we all know that if it does happen they'll be lining around the block to say how it all made sense just as they did with GH and TH.

  • OliverH #57 9 months ago

    Funny "Last year Activision had a 90 share in the shooter category. This year, Battlefield 3 is going to take you down to 60 or 70. "

    So what he says is that he's still just second-rank

    Makes me wonder how much business sense he actually has. If he had any, he'd know that a 60-70 percent market share is much, MUCH easier to defend. 90% market share is practically only possible without any competition deserving that name. In any other condition, achieving this kind of market share is only possible by pouring in so many resources that it's economically not profitable. So what happened is nothing more than a normalization of the market.

    So if the good man believes half of what he says, he'll find himself cleaning out his desk in no time...

  • joelstinton #58 9 months ago

    you know what EA. You can do one. Not going to buy Battlefield. I'm getting the impression of a game made by dicks for dicks.

  • AphoticCosmos #59 9 months ago

    Cryotek: "This is childish and pathetic. This industry is at an apex, wanting to be taken more seriously as an art form, and this is how 2 of the biggest companies in the industry are acting.... Makes me embarrassed and ashamed. This is why the mainstream media look at gaming as being for idiots."

    Really? You've never heard of one-upmanship outside of gaming? There's plenty of often very vocal rivalries in literary, film and TV circles, between both personalities and organisations, and the people who gravitate towards one side or another. Jeremy Clarkson vs. Piers Morgan? BBC vs. Sky? It's not that big a deal - you can buy into the whole fanboy thing if you want, and many do, and so this is why they do that, but more and more gamers don't bother with it. I don't think it has any bearing on the industry as a whole.

  • priesty_lfc #60 9 months ago

    Just pre ordered CoD, this is pathetic, grow up EA.

  • WinterMute78 #61 9 months ago

    I don't see any harm in any of this. 2 big FPS companies trying to best each other in a competitive industry. What's the worst that's going to happen. They will push the limits of what they can do to try and be better than the other. Surely that's can only be better for us the consumers.. We get better and more content other wise you just get one company making a clone of last years game time after time. I mean who would do that ;) plus this is just a lot of advertising for both games no matter who slings the mud. Looks to me like this is to everyone's benefit.

  • FarbrorBaku #62 9 months ago

    As old as this shitslinging is getting, i have to admit that i liked this one, harsh and witty and he does have a point.
    And it's a hell of a lot better that activisions condesending "tsk tsk" style.

  • TheGuvernor #63 9 months ago


    Id's going to kill them both RAGE!!

  • Bilstar #64 9 months ago

    Thats pretty childish.

  • MR.sugar #65 9 months ago

    Yea, he has a point with this industry being competetive. However, they should compete at making games and not throwing trash at each other. So EA, focus on games more than on this crap and try to make actually good game, thanks.
    Edited by MR.sugar at 20/08/11 @ 16:51

  • lordofthedunce #66 9 months ago

    The industry wants to be taken seriously but people at the top behave like the people at the bottom and the games press is reporting it.

    Baffling.

  • Number1Laing #67 9 months ago

    EA's been awful with BF3, and as I have said before, makes me not want to support them with this game. I really doubt Jeff Brown has written a single line of code or drew one pixel of the game's art so he really should STFU and let the game do the talking. Asshole.

  • ajaxpliskin #68 9 months ago

    This being a 'competetive industry' is not an excuse for throwing abuse. Incase any of you, who clearly can't think for yourselves, hadn't realised, every industry is competetive. The only difference is the industries with matrure people in don't resort to acting like children and having it broadcast to everybody.

    It's has and always will be competetive, but only in terms of the products being made. For me, Battlefield has been tainted by these slurs. I'm not watching the trailers or reading anything about it because I was just going to buy it and discover it all for myself. It's got to the point now where the more prominent things in my mind about this game are EA Execs throwing immature and downright arrogant remarks around.

    Someone in charge, with maturity, should put a lid on all this now as it's already embarrassing enough.

  • UkHardcore23 #69 9 months ago

    I hope Activision go right to town on EA once they outsell Battlefield by 5 million.

  • mukki #70 9 months ago

    This should settled with a cage match, possibly with mud and some white tigers...

    All this trash talking is fun but in the end the games will speak for themselves.

  • gnrlstuart #71 9 months ago

    want to take more of that shoooter pie EA? make sure MOH 2 isnt shit like the last one please.

  • Sir_STRESSHEaD #72 9 months ago

    Anyone who thinks COD is gonna fail and become unpolular is just plain mental! Consistently good games with millions of fans who play all year long until the next release... it's just not likely to go away. Too many people like myself enjoy both franchises and really don't care to "pick a side". This whole thing is just a ridiculous publicity stunt and will not affect the gamers choice overall.

  • cjs #73 9 months ago

    <em>EA is actually making the biggest mistake by trying to compete in the same space as COD.</em>

    No, it's not a mistake at all. BF3 has its serious gamer audience and will keep it. The trash talk is just getting BF3 known to the less serious COD buyers out there, and BF3 may be able to skim a few of those. Why not take those extra sales if you can get them?

  • MR.sugar #74 9 months ago

    I just have feeling that they can't compete as both games are too different to each other... It's just about some people preffer BF style of gameplay and some people just like COD more. There is definitely enough space for both franchises on the market and throwing bullsh*ts at each other won't most likely affect sales at all...

  • Spekingur #75 9 months ago

    EA is probably only concerned with console sales, right? Because otherwise they would have BF3 up on Steam already. It's very simple, if they are not on Steam they just won't pull ahead in sales. I guess they really dislike making money.
    Edited by Spekingur at 21/08/11 @ 11:29

  • Ali360 #76 9 months ago

    why not just pull out a gun from the gaame you built and shoot him? i mean you made the game, now show em how real it is...

  • Collymilad #77 9 months ago

    Sorry, but Activision talking about what is bad for the industry is the biggest fucking joke in a looong while.

    Pricks. I hope EA bury you.

  • MR.sugar #78 9 months ago

    Collymilad: Tbh, EA isn't much better imo.

  • Captain_Jono #79 9 months ago

    "Welcome to the big leagues Eric - I know you're new in the job but someone should have told you this is a competitive industry. "

    Yes Jeff, and the best way to compete is to waste your salaried hours engaging in a childish slanging match. That stuff plays well to the fanboys, but it does nothing for the people who actually matter; developers. investors and the silent majority of consumers.

    These are the people who will ultimately determine the success or failure of EA and Activision. At best, these people are oblivious or disinterested by these antics. At worst, they're put off to such a degree that they take their business elswhere, depriving your company of talent, cashflow and sales!

  • Iliad #80 9 months ago

    "If you don't believe me, go to the store and try to buy a copy of Guitar Hero or Tony Hawk."

    LOL - that did make me laugh. It's funny, because it's true. Still, both had smaller fan bases compared to CoD so don't see that happening any time soon - too many teenage muppets like to run and gun and not work as a team.

  • Djimm #81 9 months ago

    Pretty sure neither DICE nor IW/Sledgehammer are particularly pleased about all the trash talk their respective publishers are spouting.

    Painting BF3 and MW3 as direct competitors is a bit like comparing Saving Private Ryan to The Expendables - both are really enjoyable entertainment products, depending on your mood. Wacky action movie CoD will always have a wider appeal, but critics are more likely to praise the artistry of BF3.

    I'm buying both.

  • DrizztP #82 9 months ago

    Reading the comments it's seems people forget who the FPS industry bully has been for a couple years now. Then EA released the Bad Company series and they have started sizing up to CoD. Now Activision is running with it's tail between it's legs when there is some aggressive competition.
    Perhaps the mud slinging is unnecessary, but one, there is no such thing as bad publicity. Two EA have every right to stand up to Activision because they have proved they are willing to provide a great product. Perhaps Activision should push back a bit, have some faith in Modern Warfare 2 (re-skinned again for all consoles with 3 slapped on the end) and show they are not going down without a fight. Fact is BF3 and MW3 are in direct competition, it's a game, people who want either or both are still going to buy them.
    Lastly I personally don't see EA's comments as malicious, I see it as some trash talk that could be entertaining for the industry Activision should play along, time to get the stick out their asses.

  • Donaldthescotishtwin #83 9 months ago

    Always preferred EA over acti so it's EA I'm surporting

  • Totza #84 9 months ago

    "If you don't believe me, go to the store and try to buy a copy of Guitar Hero or Tony Hawk."

    LMAO

  • DirectAim #85 9 months ago

    lmao... love it!

  • OliverH #86 9 months ago

    @DrizztP "Perhaps the mud slinging is unnecessary, but one, there is no such thing as bad publicity."

    Oh, is that so? It might be in a seller's market, but that's not the situation we're in. It might be if no one ever heard of, but that's not the situation we're in.

    @AphoticCosmos

    Sorry to shatter your illusions, but you're not really helping yourself. If you go outside typical anglophone countries, your conflict "Jeremy Clarkson vs. Piers Morgan" is a "no contest" for lack of show of Piers Morgan. And heck, Jeremy Clarkson IS seen as someone who got stuck in adolescence for a few decades more than other people, which is precisely the appeal of "Top Gear" - he gets to behave like people would love to, BUT KNOW FULLY WELL THEY'D BE SCREWED IF THEY DID.

    In other words, you might behave that way if you don't want to be taken seriously, which is perfectly fine if you make an image out of it. But if the BBC really engages in such trash-talking on an inter-business level, they can be glad that precious little of it makes the news elsewhere.

  • N.A.T.O #87 9 months ago

    "Big Leagues"? How.....American
    Edited by N.A.T.O at 24/08/11 @ 21:10