Oi, Rockstar! Ubisoft says it's going to hoof your ribcage in, you big girl's blouse. Which is a slightly less gentlemanly way of saying that the forthcoming Watch_Dogs will take a big sopping bite out of the genre GTA invented.
"With Watch Dogs we hope to create our biggest brand, like when we launched Assassin's Creed six or seven years ago," Ubisoft's executive director for EMEA territories Alain Corre commented to Edge last week. "What we want with Watch Dogs is to try and crack a new genre, which is the open-style GTA genre.
"Yes, Grand Theft Auto is one of the biggest brands in the industry and everybody respects the brand and we'll have fun playing the next one too," he conceded. "But I think Watch Dogs' positioning is also on next-gen, bringing a lot of features - connectivity, interactivity, companion gaming and so on which is bringing some freshness to the genre."
Exactly what those newfangled online features amount to is shrouded in secrecy, but we know there's a multiplayer element which sees other players infiltrating your world and either aiding or hindering you. Phone apps are also on the cards, which makes sense given the extensive role played by lead character Aidan Pearce's smartphone in gameplay footage. Grand Theft Auto 5's networked functionality is even less understood, though it's said to be "ground-breaking".
Alas for fans of high profile spats, Corre is gracious indeed about the upcoming rivalry. "When you have a great product in our or any other industry, it also excites the appetite of a lot of consumers in that category," he continued. "People interested in racing games will buy many racing games if the games are great.
"So we think that we can even benefit from the fact that Grand Theft Auto is coming. The spirit will be that this kind of game is great fun and I think Watch Dogs can also bring a lot of the same fans." What disgusting diplomacy. Come on, Corre - hit him with a chair!
Read our Watch_Dogs first look for more.