Battlefield 3 will be the best game released this year, reckons EA CEO John Riccitiello.
Speaking at the Goldman Sachs Technology and Internet Conference, Riccitiello conceded that EA lost the market leading position it once had with Medal of Honor, but added, "we're after it now".
"I've made no excuse for the reality that I want market leadership in the first-person shooter game business," he said. "In many ways I feel that we created the first mass market first-person shooter with Medal of Honor and unfortunately with the transition to the PS3 era we lost that. We're after it now.
"There's a great thing about an annual franchise, whether it's us or our competition; when you've got that annual franchise it's a meal ticket, it can generate a great deal of income.
"One of the problems with an annual franchise is you don't take the time to reengineer the underlying codebase so that it's as 'next-generation' as it can be," he added.
"We think there's a window of opportunity here. We've been investing for three years to build Battlefield 3. I think it will stand up as the best product in the industry this year... and we're going dead at 'em."
Battlefield 3's impressive Frostbite 2 engine has been described by EA as "incredible technology that takes animation, destruction, lighting, scale and audio to new heights".
More details arrived via the US mag Game Informer earlier this month, including news that PC is being treated as the lead platform for the EA game.