Activision has condemned what it calls EA’s public “mudslinging” in the face off between Call of Duty: Modern Warfare 3 and Battlefield 3, saying it hurts the industry.

Speaking at Gamescom in Cologne, Germany, Activision’s Eric Hirshberg said publishers could better spend their time developing great games rather than taking pot shots at one another.

“Competition is of course a good thing. It keeps us all on our toes and ultimately makes the games better. It's healthy,” said the Activision Publishing CEO. “But it's one thing to want your game to succeed and another thing to actively, publicly say you want other games to fail.” (Via Eurogamer.)

“Recently a competitor of ours was quoted as saying that he wants to see Call of Duty ‘rot from the core’. I've been asked countless times to respond to this comment and I've generally chosen not to. My job is to help our incredibly talented, passionate teams to make the best games they can, not to throw insults around at others.

“But I actually feel this kind of rhetoric is bad for our industry.

“Can you imagine the head of Dreamworks animation coming out with a new movie and going to the press and saying that he wants Toy Story to ‘rot from the core’? It's kind of hard to imagine, right?

“As someone who runs one of the biggest publishers in this business I can tell you that I want as many games as possible to succeed, whether we created them or not,” continued the diplomatic Hirshberg, “because I want this industry to keep growing and bringing in new people.

“I believe when someone in this industry does something great, whether they work in California, or Sweden, or North Carolina, or the United Kingdom, it doesn't just benefit their company. It benefits us all.”

Call of Duty: Modern Warfare 3 will be released on the 8th of November for Xbox 360, PlayStation 3 and PC. Battlefield 3 will be released on the 27th of October for PC, Xbox 360 and PlayStation 3.