Electronic Arts and Activision have been trading words before the November showdown of Battlefield 3 and Call of Duty: Modern Warfare 3. Now EA's CEO John Riccitiello has poured more gas on the fire.

This latest round started when Kotick was apparently asked by Reuters what he thought of EA's Battlefield 3 (shown above).

"I can’t objectively tell you what I think of other products until I see them. Battlefield I’ve only seen on a PC and nobody’s seen it on a console yet. Most of our consumers play games on a console. Until I see it on a console, I wouldn’t be objective on commenting on it."

It's not like he didn't try, either. Kotick was reportedly barred from seeing Battlefield 3 at E3.

Electronic Arts' CEO John Riccitiello fired back:

"It’s the beginning of the war and (Kotick) recognizes they’re going to be threatened. We’re going to have a clash of the titans this fall. The very fact that he’s trying to cast doubt on our game is a perfect example of how we got his goat. In terms of where this goes, we think our PS3 game is better than their Xbox game and our PC game is better than their PC game. If that’s all he’s got to say, it’s obviously going to evaporate as we launch all three. If you went to our press conference, you saw the PS3 footage and the Xbox footage. If Bobby thinks that is PC footage, he’s in real trouble."

Check out our Battlefield 3 trailers and multiplayer preview, as well as our Call of Duty: Modern Warfare 3 Survival mode preview and press conference thoughts.

[via CVG]