If there is one thing developers love to talk about, it’s their upcoming games. Now, we all know that sometimes the talk gets a little out of control when the hype machine is in overdrive. Promises are made, predictions are set, and when the final game comes out; it may not live up to the talk. Then there is Simon Woodroffe, creative director at Midway. Woodroffe isn’t content with just hyping a game, no, he reinvents the hype machine. How do you do this you ask? You compare a secret game to one of the biggest blockbusters of all time.

“I just saw a demo of a new Midway game that’s in development. I can’t tell you too much about it, but they’ve been on it for three months and it looks as good if not better than Gears 2,” Woodroffe told videogamer.com. Pretty big claims there, but he goes on with the comparisons, adding that “it’s similar to Gears, but a totally different set up. I’d say that if we were to take all of the games that sold on next gen formats, averaged a couple of things out, this will be as successful as anything in the top end. It’s a very exciting concept.”

I’m sure it is, now if you’ll excuse me, I have to call Lucifer and ask him if it’s getting cold down there.