EA and Battlefield 3 developer, DICE, have not kept quite about their goal to take down Call of Duty. Yet again, it seems that goal is going to be pushed even higher (hard to imagine I know). EA’s John Riccitiello explained to the Ad Age Conference audience that the next Battlefield is very serious about ousting Call of Duty. He then showed a standard demo of Battlefield 3 to the crowd. That, however, is not the astonishing part of this article. Mr. Riccitiello went on to explain that both games going head-to-head will most likely result in a couple hundred million dollars worth of marketing/advertising. I can’t say I’m not surprised but to all those who are blown away by that figure…I’d think it’d be best if you didn’t watch any TV commercials come this fall.