EA has revealed its out-there strategy to take the FPS crown away from Activision and its Call of Duty series: make a superior game.
EA boss John Riccitiello told Kotaku, "If I had to pick the story I'd like to play out next year it's we ship a 90 [Metacritic score] and they ship an 85.
"What I've witnessed a couple of times in the games industry is the way you unseat a market leader is you make a better game a couple of times in a row."
"I have great expectations to do a lot better in 2011 than in 2010 on the strength of a couple of products like Bulletstorm and Crysis , but most importantly for us, Battlefield 3, which I feel incredibly good about."
However, it all pales in comparison to Activision's Call of Duty juggernaut. The latest entry in the series Treyarch's Black Ops sold a staggering 5.6 million copies in just one day.
Riccitiello went on to reveal that the new Battlefield title is being built on the second generation of the Frostbite engine tech that he believes "is a class act for FPS".
"I think we're going to lift the game pretty dramatically in the first-person shooter category," he claimed.