Ad campaigns for BF3 and next CoD to cost "a couple hundred million dollars"

One of the biggest game battles this fall will be between ad campaigns for two big FPS games, according to the head of Electronic Arts.

Gamasutra reports that EA CEO John Riccitiello told an audience at the Ad Age Digital Conference this week that he expects EA's Battlefield 3 and Activision's next Call of Duty game to generate "a couple hundred million dollars [worth of] marketing".

Battlefield 3, which got its official reveal at GDC, is "designed to take [Call of Duty] down" according to Riccitiello.

Activision has yet to announce anything official about the next game in the Call of Duty series, although the game's official reveal is expected sometime in April, as Activision has a history of revealing the first details about Call of Duty games during this month.