Need For Speed: Shift

“It is a return to a quality and engaging racing game and our confidence in Shift is such that we’ve been showing the code off to press, key influencers and consumers since January. Retailers should expect to see Shift achieve massive profile during the game’s release window and through until Christmas.”

The key selling point to Shift is authenticity. As with previous Need For Speed titles, the game accurately recreates a variety of the world’s hottest cars and, more importantly, the sensation of driving them.

There are over 70 licensed cars available to choose from, including the Pagani Zonda F, Audi RS4 and Porsche 911 GT3 RSR, and all recreate the handling of their real-life counterparts.

The world around the cars and the way in which the two interact has also been developed as realistically as possible. Players burn rubber around 15 real world locations, including iconic racing tracks such as Willow Springs, Laguna Seca and Brand’s Hatch, as well as fictional circuits based on exotic cities such as Tokyo and London.

For the true experience, gamers will want to choose the cockpit view that puts them right in the driver’s seat. It’s here that the true digital trickery takes effect, as the HUD begins to mimic the driver’s head movement and the effects of inertia and G-forces. The depth of field even changes depending on the speed of the car.

While this keeps the adrenaline pumping when gamers are performing well, it also works against them should they crash.

Upon impact, a combination of visual and audio effects will recreate the sensation of being involved in such a collision, leaving players disorientated and disrupting the race. And, of course, the damage is rendered realistically on what is left of the car.

“Shift is all about the true driver’s experience,” says Flynn. “Everything from the stunning in-car view, the sense of speed and the punishing audio and visual effects of crashing.

“Through extensive racing driver input we believe it brings to life the athleticism and brutality of track racing. But it’s also remarkably accessible: the unique Driver Profile system, which rewards players for their own specific style of racing, offers a great experience for any level of gamer.”

SPEED DEMON
New to the series, the Driver Profile system tracks each player’s performance and rewards them appropriately.

Monitoring their performance in both career and online modes, the mechanic creates a driver personality that suits the gamer, based on how aggressive or precise their driving style is and how successful they are in each race. As they progress, players earn badges that recognise their achievements and points that can be used to unlock more content.

The publisher is making no secret of how important this release is to its Q4 plans, and as such is not holding back when it comes to marketing. Need For Speed: Shift will have an extensive marketing campaign to support it, targeting the well-established fanbase and other avid gamers.

“Need For Speed: Shift will be treated to a triple-A launch campaign as you would expect from such a prestigious title,” says Flynn. “Shift is a huge priority for EA and as such we will be in all above-the-line areas with a significant TV campaign using a stunning high-definition ad.

“We’ve been marketing Shift for some time now and have had a presence at all the key dates in the gaming calendar, such as E3 and Cologne, as well as at Gadget Show Live and the European Drifting Championships. September 18th is only the start, however, and Shift will remain a priority for EA all the way through to Christmas this year.”