Just like it was taken from Medal of Honor. He knows it won't "happen tomorrow" but that "innovation and quality" shall win over fans.
"I'm not saying it's going to happen tomorrow, but in the way that Activision sort of alternates sequels of Modern Warfare and Call of Duty and owns the leadership position in FPS, between Medal of Honor and Battlefield, I want it back," said Riccitiello, reports Kotaku.
"And we're going to get there with innovation and quality." Medal of Honor was the premiere first-person shooter set in World War 2, a back drop done to death. Then along came Activision's Call of Duty to blow us all away, and eventually overtake EA's offering.
"The next one is a heck of a lot better and it looks like a worthy competitor to Modern Warfare," added the EA boss, talking about Battlefield: Bad Company 2.
"We think we've got an advantage over Modern Warfare 2 with our multiplayer," he said. "The guys at DICE do that really, really well." So Bad Company 2 is a Modern Warfare 2 killer? The top EA man believes it can be.
"Frankly, once you get past, sort of, four people on a map, I think our gameplay is better," Riccitiello continued. "That is a legacy of DICE and where they came from. The original Battlefield PC was a 16-on-16 product and they've optimized. The other thing is, I think things like vehicles and destructible environments are a fresh innovation."
"I think the Infinity Ward guys are great. It's not about them being bad for us having to be great too. I'm a fan of a lot of our competitors' products. But if you've played Modern Warfare, and you've played the first one — and you've played the last Call of Duty — it's sort of starting to feel like they're making the same game again."
"And I personally think being able to control your vehicle as opposed to being able to ride on one" is good, he says. Modern Warfare 2 is lacking in the vehicle department, but maybe Infinity Ward already has plans to spice it up for next time? We can only hope.
"And I think there's something a little bit cool about taking a building out and getting the six guys in it. Personally, I get sort of a silly amount of pleasure out of it." Activision scored huge record sales with the release of Modern Warfare 2, which is a bitter reminder for EA on what they could of had if they had bothered to 'innovate' the tired Medal of Honor.
Is Call of Duty too strong now to be toppled by EA? Battlefield maybe the only chance of them taking back leadership, or could the newly announced Medal of Honor game bring hope?