This may have been a prediction. It sure as hell sounds like a threat. This year, Activision and Electronic Arts will both spend more on the marketing for two games than many publishers will ever spend on developing one, said Electronic Arts' CEO. As he was speaking to a conference of advertisers, it was surely music to their ears.
John Riccitiello told the Ad Age Conference to expect "a couple hundred million dollars [in]marketing against" Call of Duty and Battlefield's next entries this year, reports Gamasutra. Tossing red meat to Battlefield fans and Activision haters, Riccitiello said Battlefield 3 is "designed to take [Call of Duty]down".
In another comment sure to delight players of of both games' multiplayer modes, Riccitiello suggested that in-game advertising doesn't necessarily mean billboards within the set design of a level. Half of online multiplayer time is spent in lobbies, he said, where "today's consumer is very much expecting advertising." See? You asked for it!