With the future of Modern Warfare unclear, Infinity Ward respawning and Medal of Honor back in the game, Treyarch has thrown down the gauntlet to rivals, stating that Call of Duty: Black Ops "will be the best Call of Duty in the franchise".
The confident words came from Treyarch community manager Josh Olin, speaking to Eurogamer TV in an interview you can watch below.
Olin pointed to the fact that Treyarch had employed separate teams for "the core pillars", multiplayer, co-op and single-player. "It's kind of like three games being developed at once," he said.
The fallout from Activision's public spat with Infinity Ward's former studio heads, who subsequently set up new studio Respawn with other ex-staff, has cast a cloud of uncertainty over the future of the biggest franchise in gaming.
But Olin insisted it has not affected development of Black Ops. "The Infinity Ward situation is unfortunate, but we're not letting it distract us," he said.
For more from Olin, check out Eurogamer TV's Medal of Honor vs. Call of Duty E3 head-to-head below.
Call of Duty: Black Ops is coming to PS3, 360, PC and Wii on 9th November.