The Activision versus EA war of the words has begun immediately this year, with the first verbal attacks fired less than 24 hours after Call of Duty: Black Ops 2 was revealed with its debut trailer.
Electronic Arts global product manager Kevin O'Leary took to twitter to have his say on the trailer that has the gaming industry split.
"Poor [Black Ops II], you look tired, you should take a year off and rest," said O'Leary in reference to the franchise's annual updates.
Realising it mightn't be the best PR, he quickly deleted the tweet, but not before the Internet got hold of it. Too late.
Activision's Call of Duty: Modern Warfare 3 went up against EA's Battlefield 3 last year. In November, COD: Black Ops 2 will compete against Medal of Honor: Warfighter.
By Ben Salter