THQ's new FPS Homefront won't take the genre title, according to the publisher's head of marketing Jon Rooke.
It seems an obvious stance to take on a new IP in such a competitive genre, but Rooke thinks that developers in the past have made the mistake of aiming for the genre leader too soon:
"We have to be careful - we're very confident about the brand, but we're not going out and saying that it's going to be bigger than Modern Warfare," he told GamesIndustry.biz.
"We're not going to do what maybe some of competitors do, and set themselves up to fail on that stage."
Rooke continued to point out that franchises like Call of Duty and Medal of Honor have taken years to establish themselves and become dominant FPS names.
"We're not going to do 15 million unit sales overnight with the first game - even if the market potential is there and we spent money on it, we just wouldn't do it," he said.
"You have to take time to build fans, engage consumers, give them a reason to purchase - and then keep them with it as you go to sequel iterations."
For a new IP the goals have to be much more humble and THQ is simply looking for a triple-A game with a high Metacritic rating according to Rooke.
"I wouldn't necessarily use myself the words 'It's a world-beater'," he continues.
"I think that conjures up the idea that we'll be the best-selling first-person shooter game next year. We won't - because there'll be another Call of Duty, which will do that."
In fact the team behind Homefront, Kaos Studios, is keen to distance Homefront from Modern Warefare 2 saying it's actually closer to Half-Life 2.