EA isn't new to the whole mudslinging concept, having talked down rival publisher's Call of Duty franchise on previous occasions, with one of the more recent mud pies flying in from EA CEO John Riccitiello, who said he wants them to "rot from the core."
Activision Publishing CEO Eric Hirshberg, on the other hand, wants Battlefield 3 to succeed as competition is always good for the industry. EA's fighting words, however, isn't.
"Competition is of course a good thing," Hirshberg said. "It keeps us all on our toes and ultimately makes the games better. It's healthy. But it's one thing to want your game to succeed and another thing to actively, publicly say you want other games to fail."
That's not stopping EA from pulling any punches as EA corporate communication's Jeff Brown just landed two pretty big blows.
"Welcome to the big leagues Eric -- I know you're new in the job but someone should have told you this is an competitive industry," said Brown. "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 2-3 years. If you don't believe me, go to the store and try to buy a copy of Guitar Hero or Tony Hawk."