During their recent Q1 earnings call, Activision Blizzard’s Michael Griffith made clear that their goals for Blur, the new racer from developer Bizarre who’s known for the Project Gotham Racing series, are nothing if not ambitious.

“..we expect to release our highly anticipated racing game Blur from Bizarre Creations. From a business perspective, we are targeting Blur to do for racing what Call of Duty did for shooters, and that was the goal when we originally acquired Bizarre Creations to make this game,” Griffith said, adding that the game is set to bring “real innovation” to the genre.

I guess we’ll know what innovations the man is talking about at E3 next month as the game will be shown off there.