EA Spending $100 Million To Beat Call Of Duty With Battlefield 3

EA has not been shy at all about its intentions to take on rival publisher Activision's ever-popular Call of Duty franchise head-on with the upcoming Battlefield 3. Just how bad does EA want the first-person shooter crown? Bad enough that it's planning to drop $100 million on an aggressive ad campaign.

Battlefield 3 Blog reports that EA CEO John Riccitiello revealed the astounding figure at the Ad Age Conference in New York. Riccitiello said that Battlefield 3 "is designed to take down [Modern Warfare 3]," and clearly the amount EA is spending on advertising will match that desire.

$100 million is an awful lot of money. Partnered with Call of Duty fatigue and the recent trouble with Infinity Ward, do you think that's enough for EA to have a shot at overtaking Activision, or is that still just wishful thinking?

Want more info on Battlefield 3? Check out our month of cover story coverage over on our Battlefield 3 hub.

[via G4TV]