Battlefield 3 developer DICE has thrown down the gauntlet in the raging battle for first-person shooter supremacy, warning its rivals: We're coming for you.
Speaking in the latest issue of Official PlayStation Magazine - which is arriving with subscribers now - DICE general manager, Karl-Magnus Troedsson was more than confident in his stunning FPS, cautioning the competition: "they had better watch out".
"Our competitors are getting lazy," he said. "They're using the same engine, the same recipe for building a game. At some point you need to take that leap. I haven't seen them take that leap since a long time ago.
"We are doing that now. They had better watch out. We are coming for them."
If it was any other developer of course we'd scoff, but Battlefield 3 is looking like seriously hot stuff, running on the stunning Frostbite 2.0 engine which DICE claims allows for essentially a 'next-gen' game on current-gen systems.
But of course the shadow of Call of Duty looms large over every military shooter - especially those confident enough to tread all over its modern day, middle-east territory.
But DICE is still bullish - and it should be. "Our competitors keep building very, very high tempo games. We want to tell a story with more drama curves. It's not about pumping round after round for six hours," Troedsson told OPM.
Read what we thought of Battlefield 3 in our recent eyes-on preview. It's looking special.
Read the full article in issue 56 of OPM. Order it here and have it delivered straight to your door