Electronic Arts is admitting that the company’s first person shooter titles have been able to challenge Activision for leadership in this product space. The company hopes to once again regain the FPS crown; and it believes that the Battlefield franchise will be key in the company’s attempt to regain leadership again in this space.

EA-owned developer, DICE, is going to have a lot riding on the next release in the Battlefield franchise with its upcoming Battlefield Bad Company 2. The word that EA has a significant amount riding on the release of Battlefield Bad Company 2 has not been lost on DICE, who was given additional time to polish and tweak the game prior to release after the company bumped the release date until next year.

EA seems to understand that it is going to need a good game as well as strong buzz to get players to take notice when Bad Company 2 is released, and EA is already gearing up in an effort to make sure that gamers know that the title is coming and all of the new features that it will offer. In addition, the company is releasing a demo in advance of the release in an effort to get players hooked.

Beyond this, EA also is looking to revive the Medal of Honor franchise with the new title that we told you about that is being developed at EA’s Los Angeles studio. The best move that was already announced is that DICE will be responsible for the development of the multiplayer part of this release and it will use DICE’s state-of-the-art Frostbite engine technology.

While Activision didn’t get to be the top dog with the Call of Duty franchise overnight, from what our sources tell us, EA is very serious about trying to regain the top spot; but they are going to need to bring their A game if they have any hope in making a dent in the popularity of Call of Duty.