Kotaku has some statements from EA chief John Riccitiello about EA's ambitions of regaining the top spot in the first-person shooter market they feel Activision currently enjoys with the Call of Duty series. "I'm not saying it's going to happen tomorrow, but in the way that Activision sort of alternates sequels of Modern Warfare and Call of Duty and owns the leadership position in FPS [first-person-shooter], between Medal of Honor and Battlefield, I want it back," Riccitiello told them. "And we're going to get there with innovation and quality." He explains why, in a comment that suggest he actually plays these games:

I think the Infinity Ward guys are great. It's not about them being bad for us having to be great too. I'm a fan of a lot of our competitors' products. But if you've played Modern Warfare, and you've played the first one — and you've played the last Call of Duty — it's sort of starting to feel like they're making the same game again. And I personally think being able to control your vehicle as opposed to being able to ride on one [is good]. And I think there's something a little bit cool about taking a building out and getting the six guys in it. Personally, I get sort of a silly amount of pleasure out of it.