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Electronic Arts has unveiled plans to take the Need For Speed franchise in a new direction, with the announcement of three new titles for 2009.

Need For Speed: Shift, which will be developed by Slightly Mad Studios and released for the PS3, 360, PSP and PC, will see the series move away from street racing culture and place the emphasis on a realistic driving experience.

EA marketing boss Keith Munro told Eurogamer: "The urban underground was a manifestation of style in some past Need for Speed games for sure, but Shift focuses less on these style cues and more on mirroring the driver experience, and what it really feels like to be behind the wheel."

EA also unveiled Need For Speed: Nitro and Need For Speed: World Online, both of which will be aimed at a casual audience.

Nitro, which will be developed by EA Montreal, will be exclusive to the DS and Wii and will feature "fresh unique visuals".

"Need for Speed Nitro will not be a Mario Kart clone - Instead, we are evolving the arcade racer with a fresh and unique visual style that is very Need for Speed," said Munro.

"What you'll see is that Nitro in no way resembles any other previous Need for Speed title."

World Online will be part of EA's 'Play 4 Free' initiative and will be developed by Black Box, the team behind Need For Speed: Undercover.

World Online's European launch will follow a trial in Asia.

Digital Spy