There's been a decent amount of build-up from EA for the latest Need For Speed instalment, The Run. And with good marketing reason. The game uses DICE's Frostbite 2.0 engine, for example, while also being handled by classic NFS devs, EA Black Box. It even has a story attached to it to break the arcade racing "norm".

Unfortunately, from a gameplay perspective, there's less to get excited about here, least of all the latter component. EA Black Box have certainly delivered a functional racing game, but it lacks any depth or dynamism, and comes off more as a tech demo for how Frostbite can look when not rendering large-scale battlefields.

For the full run down, read our in-depth review.

We also have a new trailer for the game ahead of its street date, which you can watch embedded below, or in HD by clicking here.

We have another developer interview for you today, as conducted by us, this time for EA and Black Box's forthcoming Need For Speed: The Run.

Chatting with Executive Producer, Jason DeLong, we talk about the team's teething as the first internal EA studio to get hands-on with DICE's Frostbite 2.0 game engine, the on-foot sections of the game (and if they're really necessary), location choices, Autolog features, DLC potential, that multiplayer is definitely in there and whether he remembers a classic EA racer by the name of Beetle Adventure Racing (and can he bring it back).

Click here for the full interview in both video and transcribed form.

EA have released another new gameplay trailer from Need for Speed: The Run, the open road arcade racing game in the works at EA's Black Box Vancouver-based studio and notably utilising Battlefield 3's Frostbite 2 engine technology.

Titled "run to the hills", the latest trailer offers 2 minutes of in-game action on the open road through the Arizona desert. Check it out below or click here for the HD option.

Five new screenshots can also be found here on AusGamers

Over the weekend, Electronic Arts announced yet another new title in their long running Need for Speed Franchise. Titled Need for Speed The Run appears to be an attempt to take the title back toward the story-driven underground street racing scenarios that were arguably responsible for the series' descent into mediocrity. It's also being developed at EA's Vancouver-based Black Box studio, who -- although having recently redeemed themselves with the Skate skateboarding titles -- were the crew behind said decline (NFS: Most Wanted, Carbon, ProStreet and Undercover), before UK-based Criterion revived the brand in the eyes of many with last year's Need for Speed Hot Pursuit.

All we have to look at so far is a cinematic teaser trailer, but the good news is that The Run will be powered by DICE's Frostbite 2 Engine, the same tech that will be powering the visually-stunning Battlefield 3.

Using the groundbreaking Frostbite 2 engine, Need for Speed The Run will set the bar with unparalleled visual quality and enhanced physics. Need for Speed The Run will also take immersive storytelling to a new level with cutting edge performances that will draw the player into a world with no speed limits, rules or allies. Autolog, the Need for Speed franchise’s revolutionary social competition functionality, is back and better in Need for Speed The Run as it will continue to reinvent how people play games, track career progression and compare game stats.

Check out the teaser trailer below (or click here for HD) and let us know what you think in the comments. Could this continue with Criterion's good work or is it resigned to be just another forgettable romp for the Fast and the Furious generation?

Need for Speed The Run is due on PC, Xbox 360, PlayStation 3, Nintendo Wii and Nintendo 3DS in Australian on November 17 2011.