With the Call of Duty franchise growing into a $3-billion juggernaut, it's no surprise to see EA looking to topple Activision's bulging beast and reap the significant rewards. According to Riccitiello, the newly rebooted Medal of Honor and March's Battlefield: Bad Company 2 represent a strategy of "innovation and quality," one he suspects is bolstered by DICE's multiplayer expertise. "We think we've got an advantage over Modern Warfare 2 with our multiplayer," he suggested. "The guys at DICE do that really, really well."
So, you think the console wars are intense? Just wait until you see the war ... wars.
