Oh, it is on. Again. Undeterred by the Medal of Honor reboot’s failure to put a dent in Activision’s crown (it sold well, but underperformed), Electronic Arts have turned to the franchise that looks like offering them more of a chance. Advertising Age (via Industry Gamers) report that EA’s CEO John Riticello introduced Battlefield 3 to an audience of marketing types at their Digital Conference with the news that Battlefield will be backed by a $100m marketing campaign; that EA see this as a ‘battle of the titans’, and that ‘this game (Battlefield 3) is designed to take down that game (Call of Duty in general)’.
Of course this is the sort of forum where Riticello has to say things like this, to reassure investors his company isn’t about to crash and burn, and I really doubt Battlefield has the mass-market appeal to become another world-dominating franchise like Call of Duty. Still, it explains why DICE are putting so much effort into Battlefield 3′s singleplayer. There’s definitely room at the top, and it’s interesting seeing EA refuse to give up, no matter how many times Bobby Kotick’s steamroller powered by money knocks them back down again.