Activision has announced that its latest project is Blur, a racing action experience that is being developed by Bizarre Creations, creators of the Project Gotham Racing franchise.

The game drops players into the racing action with 20 cars on a track all targeting the finish line and battling each other as they trade paint and collect intense power-ups, including the ability to blast other cars out of the way with huge bursts of energy, boost their speed, and more.

While controlling photo realistic cars, gamers can use offensive and defensive attacks as they battle for the lead and careen through real-world track locations ranging from L.A. and San Francisco to the streets of Hackney, London (huh?) and the treacherous roads of Barcelona, Spain.

Fully realised damage modeling hopes to provide some spectacular crashes and Blur’s narrative will be presented through a new community-based interface. This story-driving social network evolves dynamically as players compete in different races, make new friends, rivals and fans, and connect with other racers both in-game and in real life.

Looking beyond Blur’s single player story, gamers can engage in competitive and team-based multiplayer races with up to 20 players online, or on a single console via 4-player split-screen. Anyone will be able to create a unique multiplayer modes based on their favourite ways to play the game.

Sounds interesting.

Blur is planned for release this autumn for the Xbox 360 and PS3.

“We did our homework and saw a huge opportunity to move beyond traditional racers and create a game completely focused on making racing ‘fun’ again,” said Martyn Chudley, creative director, Bizarre Creations. “Blur delivers a new style of racing experience for all gamers, regardless of their experience, skill or genre preferences. Everything the player does, both in their cars and with their cars, is a dramatic adrenaline rush; it’s a real blast!”

The website seems to be down at the moment, but it should be live soon. Check out http://www.blurthegame.com