EA CEO John Riccitiello has a plan to dethrone the current king of first person shooters: Activision's Call of Duty. His plan is tight, his plan is simple, his plan is to "make a better game."
"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," he told Kotaku.
Activision has quite the headway on the competition with Call of Duty: Black Ops just being released last month in time for the holidays and selling like hotcakes. EA, on the other hand, are enjoying relatively decent sales with Medal of Honor, which came out in October amidst the flak and shrapnel from the media.
However, Riccitiello is feeling "incredibly good" in moving forward with developer DICE and Battlefield 3. Unlike Medal of Honor that was built with Unreal, the next Battlefield will be built on DICE's second generation Frostbite Engine that Riccitiello believes will be a "class act" and essential for taking on Call of Duty.
"I think we're going to lift the game pretty dramatically in the first-person shooter category."