It's certainly got the pedigree to succeed, with studio Criterion veteran of the Need for Speed and Burnout series, but Need for Speed: Most Wanted's latest trailer trades not on past glories but immediate race action.
Against all odds - 'Need for Speed: Most Wanted' ©All rights reserved - Criterion Games / Electronic Arts
Cue the snarl of engine, shriek of rubber on tarmac and whine of turbo as souped up racers jostle to escape the attentions of the diligent Fairhaven Police, and not without a few close calls, hood-crumpling impacts, inventive roadblock clearance, jumps, and the game's new feature of seamless car swaps.
There's also mention of a pre-order special for eager players -- prompt access to the nifty Maserati Granturismo MC Stradale and Porsche 911 Carrera S -- and if you're already utterly convinced and set on getting the game, then why not?
Such early engagement is important, not just as a general principle of modern games retail, but with an eye on the enticing prospect that is Forza Horizon for Xbox 360, emerging as it does a week before Need For Speed: Most Wanted's October 30 street date.
Need For Speed: Most Wanted - "Get Wanted" trailer: youtu.be/frcvjtgc-Iw
Official website: needforspeed.com/most-wanted