EA hasn't been shy about its ambition to knock Call of Duty off its FPS perch, but this week it made its Activision rivalry even clearer with the debut of Battlefield 3's rather cheeky tagline.
"Go Above and Beyond the Call" is the moniker attached to EA's Battlefield beta test PR, clearly pointing a finger at Activision's rival shooter.
EA and Activision have of course been at each other's throats for some time, not least since legal disputes erupted over the Battlefield publisher signing a publishing deal with former Infinity Ward bosses Jason West and Vincent Zampella.
EA Labels president Frank Gibeau told CVG last month that its FPS series will give Call of Duty the first real competition it's had "in a long time".
"This Christmas we're definitely going to take market share in the FPS category from those guys," he said at Gamescom. "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, while Modern Warfare 3 lands on November 8. This afternoon EA announced timed exclusive Battlefield 3 DLC for PS3.