Halo used to be top dog in console multiplayer circles. Halo 2, in case you missed the memo, was the first runaway Xbox Live success. Then Call of Duty came along, stuffed the envelope full of Claymore mines and blew it over the horizon. Hard luck Bungie, and hard luck 343 Industries, faced with the unenviable task of taking the baton in a post-Modern-Warfare world.
"We had Xbox #1 spot to ourselves for years," 343 bossman and Bungie veteran Frank O'Connor commented ruefully when asked how 343 felt about its competitors. "You said Call of Duty and other shooters, but it's basically just COD."
O'Connor doesn't think Call of Duty has sucked away all the oxygen, however. Nor does he think Battlefield is the only Rebel Alliance worthy of this particular evil Empire. "There's been blood in the water with Battlefield 3 being so direct, but there's plenty of room in the top ten for multiple shooters, let alone just us two. We just have to earn our spot, it's as simple as that. And you do that by trying harder and making better stuff."
Call of Duty's cultural ubiquity is difficult to crack, O'Connor added. "The advantage Call of Duty has - apart from the fact they execute a beautiful game - they have the advantage of an ecosystem that we don't. Everyone at school is playing COD, no matter what system they're on. PC, consoles, blah.
"In terms of how people relate to each other, they have an insurmountable advantage. So the way you deal with that is to make your own experience the best it can be. If that means that you beat you accept and embrace."
O'Connor concluded: "There's a lot of stuff that COD does beautifully that we should do better, and that should always be everyone's stance when they see a new game."
Not much is known about 343's Halo 4, but the first in the new Reclaimer trilogy has accumulated a mountain of hype already. The pressure's on for the Halo Anniversary developer - Microsoft Games Studio vice-president has said that losing the plot with Halo means losing the plot with Xbox.