At this week's Comic-con 2007 in San Diego, Electronic Arts Inc. announced that it will develop a brand new superhero fighting game franchise using the Marvel license. The game's development will be handled by EA Chicago (Fight Night, Def Jam: ICON), which specializes in the fighting genre, and the new franchise will launch on Playstation 3 and Xbox 360 in 2008. According to EA Chicago VP and general manager Kudo Tsunoda, the game will feature an authentic all-star lineup of Marvel superheroes, and a large-scale "living world." Enthuses Tsunoda, "Every battle will be unique; every battle will be like a first edition." He continued: “We looked at past comic-based games to find out what was missing and what was needed to successfully translate the intensity, excitement and fiction from comics into fighting games. We’re challenging ourselves to make a game that delivers on the Super Hero promises of past top-tier fighting games.” Electronic Arts previously produced the (pictured) Marvel Nemesis: Rise Of The Imperfects, a Nihilistic co-developed title with both EA and Marvel-devised superheroes which debuted in 2005 to a lukewarm critical reception. For this new title, Marvel promises a game that will "deliver to both comic book fans and to fighting game diehards." The worldwide unveiling of the EA Chicago/Marvel game, along with a behind-the-scenes look at EA Chicago development, will air on Spike TV show Game Head on Friday, August 31 at 1:00 AM ET/PT.