DICE - the company behind Battlefield 3 - have promised to "put a huge dent" in rival Modern Warfare 3's share of the mass market.
DICE producer Patrick Liu has said that Battlefield 3's main objective is to be the best game it can possibly be, but also got competitive towards Infinity Ward's latest Call of Duty iteration.
He told Spong: "From what I’ve seen of Modern Warfare 3 it looks great, as usual. I think we're going to put a huge dent, so to speak, in [Activision's] market. But they’re a behemoth. It’s not easy to move them... although I believe that we have already done that, with Battlefield 3's campaign so far.
"But at the same time, from a developer standpoint, we really focus on creating our own game and making the best that we can. We set the bar quite high for ourselves, and that’s usually the biggest challenge for us."
Liu continued: "I know that the game is never actually done - we can always improve the game. We have lots of ideas on how to improve this, so if we could we would push Battlefield 3 back a year or two maybe. But that wouldn’t make any sense. So the biggest challenge is really our own requirements for ourselves."
Battlefield 3 is released on October 28, with Modern Warfare following on November 8.
Must buy games in time for Christmas...