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EA’s publicity campaign for Battlefield 3 has been a targeted offensive against their single biggest competitor, Activision, and its flagship shooter franchise, Call of Duty. CEO John Riccitiello has expressed a desire for the super-popular series to “rot from the core.” Interesting, then, that Infinity Ward executive producer Mark Rubin wants to see the success of not only Call of Duty: Modern Warfare 3, but also of EA’s Battlefield 3. “When both games succeed,” he said, “it’s better for the industry as a whole. It’s not just us—we want the gaming industry to succeed because the better the gaming industry does the better we all do. We root for everybody.” 
By Shelby Reiches |