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EA/DICE believes that they can certainly take home the FPS crown this year, even calling out its competitor for becoming more lazy. Activision meanwhile seems shrug off EA’s comments, and even thanked its bitter rival for mentioning Call of Duty “more than we do.”
“It sounds trite but it’s true: we focus on what we need to do to make the best games we can,” says Activision Publishing boss Eric Hirshberg in an interview with MCV.”We don’t pay much mind looking at what the competitors are doing. I know they are focused on us… well that’s all I’ll say.”
“Well, I think EA might talk about our games in the press more than we do,” joked Hirshberg. “So, the first thing I say to them is, ‘Thanks for the assistance in building awareness.’”
In a more serious note, Hirshberg continued:

“But when you think about it, we’ve had tough competition every year for Call of Duty. It’s never been easy. This is one of the most competitive genres in one of the most competitive industries. Last year we had Halo: Reach and Medal of Honor, and it’s not like they weren’t amazing developers gunning for the top of this mountain either.”
“And it’s the same this year – Gears of War is back along with lots of other games.”
“So, of course, we take all the competition really seriously. But at the end of the day I really mean it when I say we are focusing on the finish line, not the competition,” he said. “We are making the best game we can, and are throwing every resource, innovation and all the creativity we can at it. And hopefully that will maintain our position.”

Looks like things are really heating up. Activision has received a negative backlash from gamers lately over their Call of Duty Elite service. Both Battlefield 3 and Modern Warfare 3 will launch during the hectic November month.

Via: PS3 Blog and Community | PS3Blog.net – PS3 News, Reviews & Opinions