It's like a political campaign. It's only a matter of time before the dirt starts to fly.
EA has often spoken about their upcoming clash of titans, where DICE's Battlefield 3 faces off against kingpin Call of Duty: Modern Warfare 3 . But now, publisher CEO John Riccitiello has taken everything a step further: he told IndustryGamers that he wants to see CoD "rot from the core." Activision boss Eric Hirshberg fired back at GamesCom by saying such verbal attacks were "bad for the industry." EA's response? Well, it came from corporate communications representative Jeff Brown:
"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. 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."
…yeah, that's gonna get things going. Perhaps the big question doesn't revolve around Brown's comment concerning CoD and its longevity, but whether or not such mud-slinging really is bad for the industry. We've got a fair amount of time before we can put all this behind us; things are bound to get even nastier. Maybe the gamers will eat it up, though.