EA's John Riccitiello came out all guns blazing on Sunday, saying in no uncertain terms that EA plans to make a CoD killer - a real Black Ops beater.
As if that wasn't a ballsy enough claim, the big man then said that once EA has beaten Activision once, it's going to do it all over again.
According to Riccitiello, that's how you take a behemoth like Activision down:
"[Activision has] an awful lot of momentum without their brand, no doubt."
"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."
That may be true, but is there an EA title that's up to such a massive task? Riccitiello has put his faith in Battlefield 3.
The game is being built with the second generation of Frostbite, which is "a class act" in the EA man's eyes.
"We're going to lift the game pretty dramatically in the first-person shooter category," he said.
Our question to you then, good readers, is does EA have the goods to topple the FPS god that is Call of Duty?
Which areas have previous challengers failed in the past where EA must succeed? Could the publisher's next Crysis or Medal Of Honor do the deed?
And, most importantly, is Riccitiello right to put forward the Battlefield series as the next contender?