EA rebrands basketball series

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EA Sports plans to reboot its NBA Live series with new gameplay and a new name.

NBA Elite 11 will launch on Xbox 360 and PS3 in October.

The new release boasts an entirely new technology base, a new control scheme and a real-time physics system.

The firm hopes to replicate the critical success of FIFA, NHL and Madden with the latest NBA title, which currently lags behind Take-Two's NBA 2K franchise on Metacritic.