Should be an interesting few years ahead if EA are truly serious about unseating Call of Duty from the throne as the dominant shooter on the market. It's going to take a monumental effort if they wish to topple Activision, and one wonders if EA and DICE are truly up to the task. Infinity Ward, and to a lesser extent Treyarch, have managed to nail the gameplay aspect in the Call of Duty series. You can think what you want about the story and multiplayer balance, but the gameplay itself has almost been perfected. It'll be interesting to see if DICE are able to match the slick, smooth efficiency that IW has managed to instill in their games. The ease of play that has resulted in the mind-boggling sales figures the CoD series has managed to attain.