Activision’s Publishing CEO Eric Hirshberg says that EA’s intense focus on taking down Call of Duty this year is actually helping them out.
He told MCV that despite Call of Duty facing tough competition every year they are simply focused on producing the best quality product possible and are not concerned by what rivals are doing.
“When you are in the number one position you have a lot of people
gunning for you, It sounds trite but it’s true: we focus on
what we need to do to make the best games we can.”
“We don’t pay much mind looking at what the competitors are doing. I know they are focused on us… well that’s all I’ll say.”
If he had ended here then it would just be a normal everyday dismissal of EA’s threat however he decided to continue;
“Well, I think EA might talk about our games in the press more than we
do, so, the first thing I say to them is ‘Thanks for
the assistance in building awareness.'”
“But when you think about it, we’ve had tough competition every year for
Call of Duty. It’s never been easy. This is one of the most competitive
genres in one of the most competitive industries.”
“So, of course, we take all the competition really seriously. But at the
end of the day I really mean it when I say we are focusing on the
finish line, not the competition. We are making the best game we can,
and are throwing every resource, innovation and all the creativity we
can at it. And hopefully that will maintain our position.”
Modern Warfare 3 will release November 8th for the Xbox 360, PS3 and PC.