EA's CEO says Warhammer won't rival World of Warcraft

The entire context of what he says hinges on the word "rival" and how it applies to the mmorpg market.

Is WAR going to have 10 million subscribers right away? No, of course not and neither did WoW! No game will "rival" that when it enters the market for the first time and no CEO would dare say that.

Is WAR going to be a strong game early and show amazing subscriptions and sales and continue to grow into good competition for WoW? Absolutely, and it can even be said that the two games will rival one another as competitors.

CEO's use $$$'s and think of returns on investments for success. Players use gameplay, mechanics, features, longevity, fun, and so on to measure success.

In some ways WAR will absolutely Rival WoW.