Battlefield 3 developer DICE has again thrown down the gauntlet to its Call of Duty rivals, claiming that EA and Activision aren't even "competing at the same sport".
Speaking to PSM3 in the exclusive ten-page hands-on preview in its latest issue, Battlefield 3 exec producer Patrick Bach claimed his game and Modern Warfare 3 are very different shooters - but that certainly hasn't stopped fans calling for blood.
"Everyone wants there to be a fight between us - and I understand that - but the problem is if you say it's a 'fight,' you're assuming you're competing at the same sport," he said of rivalry with Modern Warfare 3.
"We have so many things in our game that aren't a part of Modern Warfare, so it really comes down to personal preference. You choose based on the depth you want, the maturity level, your own personal taste... it's all about how you get your fix.
He concluded: "We're building the game we want to play, and there are a lot of Battlefield fans who agree with us."
The rivalry between the shooters reached a peak at last week's E3, with Activision boss Bobby Kotick reportedly being knocked back from the Battlefield preview booth and then subsequently taking his own shots at EA's series.
"Well so far I've only seen Battlefield 3 shown on a PC, so I haven't seen it on a console which is where the bulk of our business is," Kotick said in LA. "If it's just a PC title as it looks like today, that's a very small audience to participate, but we always are interested to see what our competitors are doing."
EA showed off Battlefield 3 on console for the first time this morning.