Here you go, your first look at EA Sport's Footballing juggernaut, Madden 11. It is, we are being told, simpler, quicker and deeper.
Whether this is a triumph in sports gaming remains to be seen. It's certainly a triumph in bullet point marketing, though. Has EA's ad team been playing a little too much Modern Warfare?
Madden 11 will be out on almost anything that plays a video game (DS, PC and Mac excepted) on August 10.