With Call of Duty: Modern Warfare 3 at number one on UK sales charts since release and Battlefield 3 hovering at ninth, it's tempting to assume 2011's great shooter clash has been resolved in Activision's favour. Don't speak too soon, says EA's Peter Moore.
"I'm not sure that we didn't steal any share," the company COO told Industry Gamers in an interview conducted in November. "To your point, it's early days and we're only a month in - we feel very good about it."
Moore reckons EA's not the only one feeling good about it. "Two entities have benefited from Call of Duty and Battlefield being on the market: gamers and the industry (retailers and people who rely on the ability to sell big blockbuster games).
"Together we've grown the genre enormously. 10 million sold in and 5 million sold through doesn't come out of nowhere - if we haven't gained share, that means in the first week we've added 5 million new FPS gamers."
(Industry Gamers points out that Battlefield 3 has since sold through an additional three million.)
"I think when the dust fully settles, maybe when we're looking at this at the end of our fiscal year (March 31, 2012) we'll do an analysis and I think we will have taken share," he went on. "I don't think there's any doubt about that, unless everything BF3 sells is just incremental."
"I'm more focused on how we've done by our gamer and consumers, and yes many of them bought both games undoubtedly. Have our retail partners enjoyed this? Absolutely. And does this help push the game industry to the front pages of newspapers? You bet it does.
"Go look at USA Today, go look at The New York Times - the big entertainment blockbusters this year are not movies, they're video games. Call of Duty and Battlefield have done that."
In other and quite possibly frivolous words: let's kiss and make up, even those of us who've lost market share. What's your take on the EA/Activision battle in hindsight? You may wish to refer to our feature Modern Warfare 3 vs Battlefield 3: the war of words.