Activision Publishing CEO Alan Hirshberg has hit back at combative Electronic Arts remarks over the respective merits of Battlefield 3 and Modern Warfare 3, dryly suggesting that aggressive talk on the part of EA executives has helped "build awareness" for Activision's game.

"It sounds trite but it's true: we focus on what we need to do to make the best games we can," he told MCV. "We don't pay much mind looking at what the competitors are doing. I know they are focused on us... well that's all I'll say."

In April, EA CEO John Riccitiello called the upcoming battle between Modern Warfare 3 and the new Battlefield "a clash of the titans", commenting provocatively that Battlefield 3 "is designed to take that game down".

Asked how he felt about such grandiose rhetoric, Hirshberg was unfazed. "Well, I think EA might talk about our games in the press more than we do," he jokes. "So, the first thing I say to them is 'Thanks for the assistance in building awareness.'

Seeing off usurpers is all in a day's work for the world's most popular first-person shooter, he went on. "We've had tough competition every year for Call of Duty. It's never been easy. This is one of the most competitive genres in one of the most competitive industries."

"Last year we had Halo: Reach and Medal of Honor, and it's not like they weren't amazing developers gunning for the top of this mountain either. And it's the same this year - Gears of War is back along with lots of other games."

"So, of course, we take all the competition really seriously," Hirshberg concluded. "But at the end of the day I really mean it when I say we are focusing on the finish line, not the competition. We are making the best game we can, and are throwing every resource, innovation and all the creativity we can at it. And hopefully that will maintain our position."

In March, Wedbush Morgan analyst Michael Pachter told OXM that Battlefield would need high ratings, "phenomenal" marketing support and a magic "X" factor to overpower Modern Warfare at retail.