Next Friday sees the release of Need For Speed ProStreet – the latest in the world-beating racing series – and publisher EA is confident the title will be first to cross the finishing line in the race for Christmas number one.

“A Need for Speed game has been Christmas number one for four of the last five years, with FIFA only piping it to the post last year in a debatable count back,” Steve Farrell, senior product manager at EA told MCV.

“We are confident the increased quality of the game this year – as well as our extensive marketing campaign, with support throughout the run-up to Christmas – will help to re-establish a Need For Speed game at number one.”

EA has put in place a megabucks marketing campaign to ensure ProStreet does as well as it predicts. The multi-million pound promotion has already began with print, online and TV activity, and further media support and in-store activity across retail will take place from launch and throughout the run-up to Christmas.

“Need for Speed is one of the most established brands not only on the racing category, but across all gaming categories,” added Farrell.

“November 23rd is a great release date to capitalise on the end-of-month pay packets, and with only five weeks until Christmas we fully expect the title to deliver a strong week-on-week sales performance throughout this entire period, both for self purchase and the all-important gifting purchases.”