EA and Activision have been trading barbs for a while now concerning their respective shooter titles, Battlefield 3 and Call of Duty: Modern Warfare 3, which will go head-to-head this fall. Recently, Activision Blizzard CEO Bobby Kotick doubted Battlefield's presence on consoles, and EA boss John Riccitiello fired back, saying Activision feels "threatened" by Battlefield. During IG's meeting with Riccitiello at E3, he went even further, telling IG that he wants Activision's franchise to "rot from the core," and he thought the pre-announcement of the Elite subscription was a terrible idea.
What does "rot from the core" mean? Essentially, he's saying that Call of Duty has become a mass market phenomenon but that hard core gamers will recognize the quality of Battlefield vs. Call of Duty this holiday and will, he believes, gravitate towards Battlefield instead.