DICE has warned its rivals in the military shooter space that it's "here to win" with Battlefield 3 - and accused some of its competitors of "treading water".
The studio sent out a gameplay trailer of the game this afternoon, which has already set the internet ablaze with positive comments.
It also confirmed plans for pre-order incentives and a Limited Edition of BF3, which is set to release for 360, PS3 and PC in the autumn.
"We are gearing up for a fight and we're here to win," said Karl Magnus Troedsson, General Manager, DICE.
"Where other shooters are treading water Battlefield 3 innovates. Frostbite 2 is a game-changer for shooter fans. We call it a next-generation engine for current-generation platforms."
Executive producer Patrick Bach added: "We wanted to create the most immersive and emotionally powerful Battlefield game ever and we needed new technology to deliver on our vision.
"Battlefield 3 preserves the franchise's signature sandbox style and even brings back classic fan favourites like jets, going prone and 64-player multiplayer on PC."
We've just grabbed 38 hot screenshots from the stunning BF3 gameplay trailer. Check out the images through here.