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Activision To EA: We Can Get More Fans, You Know

Activision and EA continue to exchange barbs; some subtle, others not so subtle.

During a recent interview with GamesIndustry.biz, Activision boss Eric Hirshberg addressed EA's attempts to steal away valuable Call of Duty market share when Battlefield 3 launches on October 25. Said Hirshberg:

"Itís not a new strategy for challenger brands to try to get themselves mentioned in the same breath as leader brands. Coke didnít do the Coke challenge, Pepsi did the Pepsi challenge. Itís a tried and true strategy to try and get yourself mentioned as much as possible in the same breath as the leaders so people start thinking of you in that context."

Translation: we're the leaders. Just try and catch us. Hirshberg also talked about the concept of "market share" itself; i.e., why isn't it possible for Activision to create an even bigger share (via more fans)? Why is there only a limited group?

"What about creating market share? I feel like [EA's comments] comes from a place that assumes that thereís a finite number of gamers in the world. If we as an industry act like thereís a finite number of gamers in the world, and just beat each other up to get access to them, I think that will come true. On the other hand, if we act like we can constantly pull people into this passion, which is what has happened Ė the industry has grown exponentially Ė then I think that we can bake a bigger pie instead of fighting over a bigger slice of the existing one."

We all know that Modern Warfare 3 will emerge victorious in the sales battle; it could very well become the biggest game of all time. But EA already knows this, and they're only interested in narrowing the gap. And they just might do that.

But that will only cause the mud to fly through the air at higher velocity.

Tags: activision, ea, cod, battlefield 3, mw3, modern warfare 3

8/30/2011 8:35:48 PM Ben Dutka

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Comments (44 posts)

PasteNuggs
Tuesday, August 30, 2011 @ 9:24:07 PM
Reply

I'll play both and enjoy both but EA definitely has the better product. Some people just don't like the slower paced gameplay of Battlefield. Example, I have a friend whos buy COD every year and thats it. He admitted to me that Battlefield will be superior but he still isn't going to get that over COD.

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Riku994
Tuesday, August 30, 2011 @ 9:25:43 PM
Reply

*sigh* Activision knows nothings of new fans, they've had the same fans since CoD4.

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Alienange
Tuesday, August 30, 2011 @ 9:39:48 PM

Not according to the sales numbers.

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Riku994
Tuesday, August 30, 2011 @ 9:40:37 PM

Ok the same TYPE of fans.

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Nas Is Like
Tuesday, August 30, 2011 @ 9:44:52 PM

Sales of Black Ops say otherwise.

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Alienange
Tuesday, August 30, 2011 @ 9:48:04 PM

Nah, that's too far of a sweeping comment to make sense. Sure CoD is clearly their biggest franchise, but it's not the only game they put out that has a following.

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WorldEndsWithMe
Tuesday, August 30, 2011 @ 10:13:34 PM

No new "fans," just folks who jump on bandwagons.

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Riku994
Tuesday, August 30, 2011 @ 11:04:49 PM

Thank you World. I don't think someone who plays your game and shouts expletives and insults every 10 seconds is worthy of the title "fan"

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Godslim
Wednesday, August 31, 2011 @ 4:28:35 AM

"No new "fans," just folks who jump on bandwagons. "
or folks who just enjoy playing the games and dont care about all these silly rivalries

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Zorigo
Wednesday, August 31, 2011 @ 7:09:40 AM

Yeah but these people are buying the same reskinned game over and over. Well at least mw2 and Blops were damn similar.
Theyre not bad games per se, but most people getting into those don't really get into the seriously good games.
Im basing that on the fact that i hear loadsa people talk about COD or B3 now too, but never anything else really. Not even the old school big ones like GT or whatever.

Last edited by Zorigo on 8/31/2011 7:09:47 AM

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Alienange
Tuesday, August 30, 2011 @ 9:42:13 PM
Reply

Well look, Activision owns EA in both the fps genre AND marketing. EA's gotta stop whining and pick up their socks.

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LimitedVertigo
Tuesday, August 30, 2011 @ 9:56:36 PM

So you're saying Activision makes better FPS than EA?

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Alienange
Tuesday, August 30, 2011 @ 10:10:38 PM

By a long shot Columbo.

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WorldEndsWithMe
Tuesday, August 30, 2011 @ 10:13:57 PM

That's pretty funny

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LimitedVertigo
Tuesday, August 30, 2011 @ 10:15:50 PM

I know we hardly ever agree on anything but I never thought you'd side with the evil empire. BF2 is leagues ahead of anything MW does and that game is over 6 years old.

The MW series has "dumbed" down the FPS like the Wii did to consoles.

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johnld
Tuesday, August 30, 2011 @ 11:07:27 PM

hahaha, activision and better game quality just dont mix. knowing the way activision does things, i think its pretty clear to say that bad company 2 will be a better game than Modern warfare 3. maybe i'll even go as far as bad company 1 is a better game than modern warfare 3. all i know is the battlefield community has got the call of duty community beat by a mile......after going around the world once.

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aaronisbla
Wednesday, August 31, 2011 @ 3:10:16 AM

activision by a long shot? damn, i can always count on someone making me laugh out loud on this site, literally

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Underdog15
Wednesday, August 31, 2011 @ 8:24:35 AM

Of course CoD is the industry leader. They definitely have a bigger fan base. They definitely make the most money. They also are kings of marketing.

But I'm not sure how you can look at one and then the other and say CoD is the best quality.

Personally, I don't care which one wins. I know my friends will almost certainly get CoD no matter what. They love it so much so, that when I refused to buy blops last year, they bought it for me. (I would gladly buy and play ANY other multiplayer game with them for once...) I'm not a huge FPS fan, so I doubt I'll be getting BF3. The only way I'm getting MW3 is if they do something stupid and buy it for me again. I'm having a baby around that time... maybe I'll pull the "I'm having a baby" card and try to weasel in some other game...

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LimitedVertigo
Tuesday, August 30, 2011 @ 9:43:35 PM
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I'm getting BF3 and this time I'm not even going to play MW3.

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WorldEndsWithMe
Tuesday, August 30, 2011 @ 10:12:27 PM
Reply

"Try to" get yourself mentioned, not "try and". Man that drives me nuts.

Ah, anyway, this is a strange thing to say. CoD is going to create gamers out of non-gamers now? Well, since that's what casual gaming is for maybe CoD is right on track to do that. Add peer pressure to do what everybody else is doing and there you have it.

But you can still only squeeze a franchise so much until it dies.

Last edited by WorldEndsWithMe on 8/30/2011 10:14:28 PM

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LimitedVertigo
Tuesday, August 30, 2011 @ 10:17:54 PM

They've already done it with the accessory games might as well try to kill the FPS.

BTW I hope you're getting the new CounterStrike coming to the PS3, I'm going to get it for PC (of course) and I'd love to own you and fellow PSXE members online.

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WorldEndsWithMe
Tuesday, August 30, 2011 @ 11:14:25 PM

As you know I'm not much of an FPS guy, but a review copy isn't out of the question.

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PSN French
Tuesday, August 30, 2011 @ 10:18:18 PM
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I just traded in all my CoDs and am only getting Battlefield 3 this year. I'm done with Activision's arrogance for a game that has shown little to no advancement in the last 4 installments.

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Lawless SXE
Wednesday, August 31, 2011 @ 2:34:32 AM

Are you kidding me? Activision aren't being arrogant, they're trying to share a bigger market. On the other hand, fully agree with throwing the CoD games away. :)

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Godslim
Wednesday, August 31, 2011 @ 4:32:46 AM

"little to no advancement in the last 4 installments. "
not really true tbh as bored of blacks ops as iam after not playing it that much i think u have to remember the cod games are made by to different companies, tryarch basically copy the last cod game that came out....the actual difference between iw's cod4 and mw2 is actually quite a bit.....tho i do now feel cod needs a re boot.....and mw3 does look very much the same as mw2 looking at the spec ops trailer which is annoying

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dmiitrie
Wednesday, August 31, 2011 @ 1:06:54 AM
Reply

Hey, Activision said something that was pretty reasonable, for a change. Good on them.

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WorldEndsWithMe
Wednesday, August 31, 2011 @ 1:08:31 AM

I think it was a sad dodge.

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Lawless SXE
Wednesday, August 31, 2011 @ 4:32:13 AM

If only it was a happy corvette...

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Lawless SXE
Wednesday, August 31, 2011 @ 2:24:00 AM
Reply

Damn, how is it that I'm agreeing more with Activision of late? Seriously, as with anything, there are a potential 6-7 billion gamers in the world. Sure, that number will never be realised but when you look at it like that, it's almost silly to be arguing over 25 million sales.

EA just need to shut the hell up...

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Godslim
Wednesday, August 31, 2011 @ 4:34:12 AM

couldnt aggree more dude i think ea should shut up and stop boasting already coz after all this b3 had better be brilliant

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Zorigo
Wednesday, August 31, 2011 @ 7:13:00 AM

thats a bit much isnt it, 6-7 billion? (we're at 6.7 bn roughly)
At least half that are in poverty so thats down to about just over 3 billion

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PSTan
Wednesday, August 31, 2011 @ 2:59:12 AM
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EA is getting unusually cocky, bashing Activision for their MW3. With what they're promising, BF3 better be one hell of a product.

Besides, COD is popular because of brand recognition anyway; it's not the best FPS out there, but it's the most well known. I'm not interested in the mudslinging these guys are doing; rather, I want to see what BF3 has in store for us gamers.

As for me, I'm interested in both games, so I will probably get both, for the sake of enjoying them for what they are.

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Qubex
Wednesday, August 31, 2011 @ 4:05:27 AM
Reply

OMG - are they still fighting?

Q!

"play.experience.enjoy"

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Lawless SXE
Wednesday, August 31, 2011 @ 4:31:25 AM

What makes you think they'll stop? Even when both are released we can only look forward to Project Iron Wolf vs. Medal of Honor: Woop Woop next year.

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___________
Wednesday, August 31, 2011 @ 5:43:19 AM
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EA are scared simple as that!
they have put everything into BF3, and they can see MW3 is just going to sail past them.
so only thing they can do now is sling mud hoping to effect antivisions image.
its official, EA are the new antivision!
i hereby dub EA the title of worst publisher in the video game industry!

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Underdog15
Wednesday, August 31, 2011 @ 8:34:06 AM

You know this article is about what Activision said, right?

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___________
Wednesday, August 31, 2011 @ 10:41:41 AM

nah really!?
could of fooled me!
i was comparing the way antivision have been reacting to this to the way EA is.
antivision are at least acting professional, where EA are slinging mud like a freaking 7 year old after mom said no to that new toy.

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Underdog15
Wednesday, August 31, 2011 @ 10:49:50 AM

If that's what you were saying, why didn't you say that?

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BigStack007
Wednesday, August 31, 2011 @ 8:34:24 AM
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The reason Black Ops did so well sales wise can be largely attributed to the fact that there was nothing else as far as FPS's released last november.(Halo Reach doesn't count,FP Si-Fi,plus it stunk)Black Ops had no competition.This year there is competition.No records will be broken by either FPS franchise this year.Both should do well but no records will be broken.I still plan on getting both with hopes that there will be a MUTE ALL function in MW3.

Last edited by BigStack007 on 8/31/2011 9:01:27 AM

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Underdog15
Wednesday, August 31, 2011 @ 8:42:44 AM

oh my goodness, I know... A mute all function would be a freaking god send.

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Underdog15
Wednesday, August 31, 2011 @ 8:41:59 AM
Reply

Whatever.

Really. That's all.

Whatever.

BF3 will -probably- be a better product, but whatever. No one cares. Brand name Call of Duty will outsell. They don't need big production values... they don't need a new engine... they just need someone to write 5 pages worth of story, make some levels, and add cheap-o perks for multiplayer, and boom. Multi-billion dollar project.

There will be no surprises this year, just like there won't be surprises next year.

Get ready for more headlines like "ZOMG! MW3 IS THE BEZT SELLINGZ GAME OF AWL TIMEEEEEEZZ!"

Quantity over quality is the theme of this generation from console sales to software sales. Are we really surprised? Are we really unsure of what the headlines will be in November despite the huge quality coming out? It'll be CoD fever despite Uncharted 3, AC:R, and countless other titles.

Let these guys duke it out. No one -really- cares, because everyone already knows. All it will serve is making people happier about their purchase by reinforcing the fact that they are in the majority for liking CoD exclusively above all else.

Honestly, what other games are the 25 million gamers buying? Surely there's something else out there everyone loves as well. I'm ok with people liking CoD... but the CoD exclusivity is what really irritates me.

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ace_boon_coon
Wednesday, August 31, 2011 @ 2:23:08 PM
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I think COD will start to decline after MW3. It will definitely go the way of guitar hero and tony hawk.

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Helghast
Wednesday, August 31, 2011 @ 2:48:47 PM
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Regardless of which game I think is going to be better, I do have to admit that Activision is acting like the grown up here.

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Underdog15
Wednesday, August 31, 2011 @ 3:13:50 PM

You think so? hmmm... I'm not fully convinced. I don't think the adult wouldn't even comment.

Activision jabbed back the way any clever #1 would. The same applies to anything else in life from music to sports. If you're on top, NEVER talk about the Underdog like you're worried about them. If you need to reference them, talk about them half-heartedly as if they don't get it... as if you're competing for something greater than where they are.

Which is exactly what Activision is doing. They are competing, but they are making those goals beyond the underdog, thus making their jab the idea that they just aren't worried about the underdog... that they are after something greater.

Now, if their messaging was something like, "We just want to make the best game possible and please our fans while bringing in new ones" that'd be fine. But they aren't. They definitely have an air of superiority when they refer to bringing in more people to the industry... like they are doing the industry a favor... like they are so great, that they attract people who don't even like gaming that's how good they are.

I see that right away... but maybe it's because I'm more prone to picking that up based on my background... Who knows... maybe it's all in my head. lol

Last edited by Underdog15 on 8/31/2011 3:14:31 PM

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