Electronic Arts (EA) CEO, John Riccitiello, doesn't want gamers to resist burning rubber for too long. He's announced the next installment of "Need for Speed" called "Need for Speed Undercover". This -- despite all the rants about how the earlier "Need for Speed ProStreet" sucked.

Gamers apart, even Riccitiello was disappointed with the earlier iteration. So much so that he reportedly said, "I thought it was an okay game, in terms of game play. It'snot good."By contrast, Riccitiello seems very positive about the new installment. The missions and the narrative story line cater to the sensitivities of a B-movie audience, he said. EA hasn't specified the release date for "NFS Undercover" or the platforms it will see the light of day on.