Battlefield 3 will give Activision's Call of Duty series the first real competition it's had "in a long time," EA's bullish Labels boss Frank Gibeau has stated.
The newly-promoted exec told CVG that he feels DICE's impressive-looking FPS contender will "definitely" take market share from Call of Duty this Christmas. "We're going for it," he said.
"We don't take things lightly. If we're going to go after a category, we intend to lead. We have a very big competitor there but they're going to get some competition this Christmas for the first time in a long time.
"We're all in. We're going for it. How you measure victory, I don't know. What I'm curious about is how the game is going to finish from a quality standpoint - I think it's going to be great."
He continued: "We're going to take share from them and I think we're going to grow the business significantly. We're going to give them competition for the first time that they haven't had."
But Gibeau doesn't list Call of Duty haters on EA's bullet point list of strengths, but rather Battlefield's advanced technology base, development time and the experience of long-term studio DICE.
"We like to think that we've got a pretty powerful game offer with the technology base that is brand new, next generation and should set new standards for what happens in FPS," he said.
"We're excited about and we're really proud of the Battlefield 3 game. It's coming together very well and the quality and technology is something that you can just see on screen. The DICE guys have the pedigree of building some spectacular games.
"This Christmas we're definitely going to take market share in the FPS category from those guys," he concluded. "Customers like competition, they like these kind of heavyweight fights so we're going for it."
Battlefield 3 is out on October 28 in Europe.