EA has vowed not to "give up" until Battlefield has beaten Call of Duty in the war over the shooter market.
Speaking in the latest issue of MCV, EA Games' executive vice president Patrick Soderlund agreed that having "competition is good" and that the success of Battlefield 3 has forced Activision to consider EA as a serious contender for the shooter crown.
"Maybe they weren't thinking about us much when we made Battlefield 3," he said, "but I can tell you, they are thinking about us now. They need to. We made a dent in the FPS market and we took share from them. And I am not going to give up until I'm no.1 and I am going to make sure I'm no.1."
Soderlund says that EA is "spending a tonne of money" on launching Battlefield 4, and that "our teams are killing themselves every year to make great games. I want to give our consumers the best I can. We will strive to be no.1. If I said: 'No.5 is probably fine,' it's hard for people to rally behind that message."
And he believes the publisher has a good chance of snatching the title from Call of Duty with Battlefield 4. "I wouldn't say we could be no.1 if I didn't think we could," he continued. "I think I have the right team, the right product and the right strategy to get there."
Battlefield 3 sold 5 million copies during its first month of launch and is thought to have taken significant market share from Call of Duty.
Battlefield 4 is due to launch on current-gen platforms and PC just four days before the arrival of Call of Duty: Ghosts. Both titles are also due to launch on Xbox One and PlayStation 4 at each console's launch.