Need for Speed: Shift will launch on PC, Xbox 360, PS3 and PSP this autumn - as will Need for Speed: Nitro on Wii and DS. Need for Speed: World Online will be released to the Asian online PC market this summer, before heading West in the winter.
Need for Speed: Shift will be made by Slightly Mad Studios of GT Legends and GTR 2 fame, with help from EA Black Box producer Michael Mann and EA Games Europe bigwig Patrick Soderlund.
Shift focuses on simulation racing - not just the realistic movement of cars, but also driver behaviour. This, EA marketing boss Keith Munro told Eurogamer, is what will set the game apart. Also, less baggy jeans and hip-hop.
"The urban underground was a manifestation of style in some past Need for Speed games for sure, but Shift focuses less on these style cues and more on mirroring the driver experience, that athleticism of being in a wickedly-intense race, and what it really feels like to be behind the wheel," Munro told us.
A flashy 3D HUD that mimics driver head movement, inertia and G-force will help achieve this. There's a cockpit view that lets players freely look around using the right thumbstick, too.
Munro reckons serious car enthusiasts will "love" Shift, and that mainstream racers will also get on board. He's quite excited.
"Need for Speed Shift is amazing and I think it will blow people away," said Munro. "The tech behind that game, the details that only a team with such racing pedigree could accomplish, and the ability to make you feel the intensity of a race is unprecedented. I can't wait for our fans to begin experiencing it!"