EA's recent attacks on Activision and specifically the "mudslinging" aimed at Call of Duty are bad for the games business as a whole, according to Activision Publishing boss Eric Hirshberg.
Speaking in his GamesCom keynote, the executive said publishers should ultimately be supportive of one another's games because success grows the market for everyone.
"Competition is of course a good thing. It keeps us all on our toes and ultimately makes the games better. It's healthy. But it's one thing to want your game to succeed and another thing to actively, publicly say you want other games to fail," he said, according to Eurogamer.
"Recently a competitor of ours [EA CEO John Riccitiello] was quoted as saying that he wants to see Call of Duty 'rot from the core'. I've been asked countless times to respond to this comment and I've generally chosen not to. My job is to help our incredibly talented, passionate teams to make the best games they can, not to throw insults around at others. But I actually feel this kind of rhetoric is bad for our industry.
"Can you imagine the head of Dreamworks animation coming out with a new movie and going to the press and saying that he wants Toy Story to 'rot from the core'? It's kind of hard to imagine, right?"
Hirshberg went on to say publishers should concentrate on making the best games they can in a bid to grow the market, rather than negatively focusing on others.
"As someone who runs one of the biggest publishers in this business I can tell you that I want as many games as possible to succeed, whether we created them or not, because I want this industry to keep growing and bringing in new people. I believe that as many great games as this industry can make, that's how many people will buy. I say that not only as the CEO of Activision but also as a gamer.
"We shouldn't be tearing each other apart fighting for a bigger piece of the pie - we should all be focused on trying to grow a bigger pie. If we as an industry act like there's a finite number of games in the world, then there will be."