EA is expecting an almighty battle with Activision later this year when Battlefield 3 goes head to head against the latest, as yet unannounced Call of Duty game.
Speaking in an Ad Age Conference presentation (via Gamasutra), EA CEO John Riccitiello stressed that Battlefield 3 is "designed to take [Call of Duty] down".
The exec also said he expects to see "a couple hundred million dollars [worth of] marketing against these two products". Basically, come October / November time, there'll be modern warfare all over billboards and TV screens.
Riccitiello also talked up the games industry in general. While the market plays home to around 1.5 billion players worldwide, he expects that figure to grow to around three billion in three or four years.
Last week, the EA Download Manager may or may not have outed plans to release Battlefield 3 on November 2. Activison tends to launch its annual Call of Duty games in mid-November.