Since the release of '' Undercover '' , Black Box had been working on another entry to the franchise , presumably continuing the action focused street-racing gameplay of Black Box 's previous titles . This game had an extended development window to give the developers a chance to create a game that " could really blow the doors off the category " . It was confirmed that the game would feature a fictional storyline and characters . The game was first hinted early in November 2010 by Senior Vice President of EA Games Europe , Patrick Söderlund in an interview with Eurogamer , before the release of '' Hot Pursuit '' . Söderlund stated he wanted to alternate developers to give them time to make a good game . Eurogamer 's Robert Purchese asked , " You say there will be an arcade '' NFS '' game every year in November , but next year 's game wo n't be developed by Criterion . Is it Black Box ? " , Söderlund stated " You can assume that , yes . Yes . I would say so , yes . " The game was originally set to be revealed at E3 2011 , however , on April 28 , 2011 , a listing for '' Need for Speed : The Run '' appeared on UK retailer site ShopTo . Later , EA released the teaser trailer for all to see . On April 29 , the firm confirmed the game 's details . EA Games Label president , Frank Gibeau stated that '' Need for Speed : The Run '' would offer " an edgier experience " than previous entries in the racing series
E3 2011
E3 2011
Need for Speed: The Run