While few appear to be backing EA's chances of reclaiming the first person shooter crown this year, Visceral boss Nick Earl says the company will continue to target dominance in the genre.
"We are absolutely and positively not giving up on the first-person space," said Earl, who was recently been put in charge of EA's third person action efforts.
"The reaction to Medal of Honor notwithstanding, we believe it's certainly going to be a commercial hit," he told Gamasutra.
"And Battlefield is a very strong franchise in the first-person space," Earl added. "We're going to continue to pursue first person - but I'm personally completely laser-focused on the third person action-adventure space."
Earl also rejected the notion that EA's increased focus on the third person space is a reaction to failed efforts in the first person genre.
"It has nothing to do with our success or lack of [success] in the first-person space. My mission is to take this group and establish it as the top-quality action-adventure space."
To achieve his goal, "Earl told the site Visceral's "really going to try to lead the industry in the development and performance of online multiplayer inside the third person space".