The CEO of Activision Blizzard, Bobby Kotick, has had a cheeky dig at main publishing rivals EA saying that: "I don't really understand how the economics work for Electronic Arts."
He explained to Reuters: "Lucas is going to be the principal beneficiary of the success of Star Wars, we've been in business with Lucas for a long time and the economics will always accrue to the benefit of Lucas".
EA are about to release the hotly anticipated Star Wars The Old Republic and it is going up against Activision's major title - World of Warcraft.
Bioware's first foray into the MMO arena is widely expected to challenge World of Warcraft, and to steal a huge number of players who have become bored with the Blizzard's fantasy title.
Given the shares of Activision are down, and those of EA are rising, this sounds more like corporate mudslinging than a considered financial assessment of the situation.