Challenges claim that it would take investment in the region of $1 billion to compete with WoW.

World of Warcraft screenshot

Lars Buttler, former vice president for Global Online at Electronic Arts and now CEO and co-founder of Trion World Network has hit back at Activision CE Bobby Kotick who recently claimed that it would take investment in the region of $1 billion to simply compete with Blizzard's World of Warcraft.

"Nice try Mr. Kotick. We understand that Activision has to defend its merger and scare competition - but I have to call his bluff," Buttler told GameDaily BIZ. "We couldn't be more impressed with what Blizzard has started but WoW is just the beginning; it's pretty wild to suggest that there's only one team that could ever realize the potential of the connected era - and that there's no one out there that can deliver, no matter what the investment. They are truly a great team but there are other great teams out there who will make smart decisions, leverage the full advantage of connectivity and define the future of interactive entertainment."

Buttler added: "There are challenges for traditional publishers in this realm, there's no doubt. But with the right tools and technology, creativity and grasp of the potential that the connected era brings, new teams will create amazing games."

World of Warcraft currently has a subscriber base of over 10 million and Blizzard is working on the game's second expansion, Wrath of the Lich King.