"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 [first-person-shooter], between Medal of Honor and Battlefield, I want it back," EA CEO John Riccitiello boldly declared in an interview with Kotaku. This means war. With the Call of Duty franchise growing into a $3-billion juggernaut, it's no surprise to see EA looking to topple Activision's bulging beast and reap the significant rewards. According to Riccitiello, the newly rebooted Medal of Honor and March's Battlefield: Bad Company 2 represent a strategy of "innovation and quality," one he suspects is bolstered by DICE's multiplayer expertise. "We think we've got an advantage over Modern Warfare 2 with our multiplayer," he suggested. "The guys at DICE do that really, really well."So, you think the console wars are intense? Just wait until you see the war ... wars.