EA has ramped up the saber rattling ahead of this year's Battlefield vs Call of Duty showdown, arguing its game is "superior" to Activision's franchise in every way.
CEO John Riccitiello told investors earlier today that the publisher aims to put a significant dent in Call of Duty's FPS market domination with the DICE-developed Battlefield 3.
"We know we have a big competitor," he stated. "But head-to-head with Call of Duty in Q3, we have the superior game engine, a superior development studio, and a flat out superior game. Our goal is to significantly gain share in the huge FPS category and to put the other team on defense."
It seems that they're already on the right track. According to Riccitiello, Battlefield 3 pre-orders are up 700 per cent "versus the same period before the launch of Battlefield: Bad Company 2."
"A lot of people are telling us they want to play this game on day one," he insisted.
Earlier this year, Riccitiello claimed that EA and Activision would be spending a combined total of around $200 million on marketing their respective shooters later this year.
"This game is designed to take that game down," he explained, referring to Battlefield 3. "If you're looking for a battle of the titans Red Sox vs Yankees... Microsoft or Google - and what the tip-off point is for this holiday season, this is it."
Activision still hasn't announced its plans for the 2011 entry into the Call of Duty franchise.
For more on Battlefield 3, have a read of our recent hands-on preview, or check out the gameplay trailer below.