Need for Speed: Shift was an attempt to reinvigorate the racing brand with a more realistic style of driving action. While the title was a success, EA wants to align the game along the same terms as racing series like F1 and Gran Turismo 5.
“Shift is still part of the Need for Speed family but it offers a very different experience from our traditional Need for Speed action racers,” said EA’s racing and action business head Colin Blackwood. “With Shift 2 Unleashed, we aim to redefine sim racing so that fans get as close to the feeling of real racing as possible. Sim racers are proving very popular with consumers F1 andGT5 have done great numbers. The game will still embody the core values of Need for Speed but we want to establish Shift as our clearly defined simulation racer.”
Need for Speed: Shift was a critical and commercial success when it launched in 2009. The sequel is planned for release in March; despite being only a few months after Need for Speed: Hot Pursuit, Blackwood believes that its different flavor will appeal to racing fans in a whole new way.
“Our Need for Speed strategy is to create the best racing and driving experiences for all racing fans,” said Blackwood. “With the original Shift we struck a chord with sim racers owing to the high quality and raw, edgy feel of real racing. The game performed very well at retail. The use of Shift as a franchise name is reflective of our desire to establish it as the best simulation racer in the market with its own unique, distinct positioning.’
Source: MCV
