They're "bringing disruptive innovation" to the franchise with Black Ops 2, and they're "doing it on several fronts." It's something fans have "never seen before" and they 'challenge assumption'.
Activision publishing CEO Eric Hirshberg and Treyach boss Mark Lamia are on the attack with promises of grandeur and all-new excitement awaiting the Call of Duty loyalists.
"Hands down, this is the most ambitious Call of Duty ever," remarked Hirshberg. "We are bringing disruptive innovation to the franchise and we are doing it on several fronts. We're pushing the boundaries technologically, graphically, and from a narrative and gameplay perspective."
"At the same time, we need to stay true to the epic realism, authenticity, heart pumping adrenaline, and cinematic action that so many people love and expect from a Call of Duty game. Treyarch's vision for Call of Duty: Black Ops 2 will redefine the Call of Duty franchise for the future - both literally and figuratively."
Mark Lamia echoes those sentiments: "With Call of Duty: Black Ops 2, the team is crafting an experience that Call of Duty fans have never seen before," he said. "We are challenging assumptions on every front, with the single player campaign, Zombies and multiplayer."
The single player campaign offers players "a thought-provoking story that introduces branching storylines and meaningful choices that impact the narrative" - sounds like they want some of that Mass Effect
"Running in the multiplayer engine for the first time, Zombies gives players a bigger and more diverse set of gameplay experiences, as well as entirely new ways to wage war with the undead," he continued. "And in multiplayer, we're embracing all skill levels and play styles to give players more ways to engage. With Call of Duty: Black Ops 2, we're all in and we won't rest until we've launched nothing less than the best Call of Duty we've ever made."
Call of Duty: Black Ops 2 releases on Xbox 360, PS3 and PC November 13th.