The secretive new game from Respawn Entertainment - the studio formed by former Infinity Ward heads Vince Zampella and Jason West - will be a "sci-fi orientated shooter," according to comments made by EA Games Label president Frank Gibeau in an E3 meeting this morning.

The revelation came as Gibeau chatted about EA's strategy in the lucrative first-person shooter market.

"In general we're going to continue to follow our rotation strategy of giving studios a full two-year cycle to get a game built and polished to maximum quality, but we're going to do it in a way that allows us to maximise technology investments like Frostbite 2, the online service models that we're doing... we're going to be able to trade team knowledge and increase the quality of the products year in, year out," he said.

"The idea is to have that rotation happen with Battlefield and Medal of Honor and keep it fresh so you don't burn the teams down or over-annualise the product lines.

"Titles like Respawn - and I think the Insomniac title is a little bit more of an action game than a pure shooter - we'll sprinkle those in where we see opportunistic gaps, either in a release schedule or in a genre standpoint."

He added: "Those typically are more sci-fi oriented shooters, where as the Medal of Honor and Battlefield brands are obviously more modern military oriented.

"So it allows us to pick and choose the best of the sci-fi shooters. It allows us to compete with things like Gears and Halo and put them on places in our release calendar where they're not cannibalistic to the core business and that's the essential strategy going forward."

Via CVG