Blur is intended to change the face of racing, thus is the objective of Activision. Speaking at the Q1 earnings call of Activision Blizzard, Activision CEO Michael Griffith disclosed that they have very high targets for Blur.
Being developed by Bizaare Creations, Blur is said to bring "real innovation to the racing category and is looking very strong," described Griffith. "You will all get a chance to see this game first-hand at E3, but suffice it to say, we are excited to be entering this genre with this game."
Robert Kotick, CEO of Activision Blizzard, agrees and thinks that there is "a unique opportunity in the racing genre with Bizarre Creations." Furthermore, "We are especially excited about entering what has been historically one of the biggest categories of video games that we have not been in before, and as Mike said, we expect to do in that category over time what we did in the first person action category with Call of Duty."
Such high expectations, indeed. Blur was first unveiled just last week, and is reported to be reminiscent of PGR4.