EA has well and truly snubbed Activision's call to stop the mudslinging by picking up some more mud and slinging it hard.
Back in June, EA CEO John Riccitiello said in no uncertain terms that he wanted to see Battlefield rival Call of Duty "rot from the core".
During GamesCom last week, Activision Publishing CEO Eric Hirshberg said in response that the mudslinging from EA has to stop for the benefit of the industry.
That doesn't look like it will happen any time soon though, with EA continuing the trash talk, goading Hirshberg by welcoming him to "the big leagues", predicting the death of Call of Duty and even bringing up a few sore spots in Activision's recent history.
"Welcome to the big leagues Eric," EA corporate communications man Jeff Brown said in a statement issued to IndustryGamers. "I know you're new in the job but someone should have told you this is a competitive industry."
"You've got every reason to be nervous. Last year Activision had a 90 [percent] share in the shooter category. This year, Battlefield 3 is going to take you down to 60 or 70. At that rate, you'll be out of the category in 2-3 years," he continued. "If you don't believe me, go to the store and try to buy a copy of Guitar Hero or Tony Hawk."
In case you haven't realised there's a war coming, and it'll be fascinating to see how the battle between Modern Warfare 3 and Battlefield 3 plays out, but all the playground name calling is getting pretty silly now, isn't it readers?