EA taking Battlefield 3 to an ad war with Call of Duty

It seems that EA are talking up the death of Call of Duty year-in year-out this generation. This time around though they’re armed Battlefield 3, meaning they could be on to something.

CEO John Riccitiello is so confident in DICE’s shooter in fact that he’s ready to wage a huge advertising war against their rival. He said, speaking at the Ad Age Conference, that we can expect to see “a couple hundred million dollars [worth of] marketing against these two products,” to help drive forward the point that Battlefield 3 is “designed to take [Call of Duty] down.”

Given that this year could be the return of Infinity Ward to the Call of Duty series, DICE aren’t going to have an easy time outselling the FPS giant. Personally though? We’re rooting for the little guy. If you can even call a pixel-pushing, sense assaulting shooter like Battlefield “the little guy”.