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After 20 years, developers of Madden NFL 2011 admit it's tough to constantly come up with something totally new each year. But yet again, they've done it.

“It can be a challenge, but we have a great partnership with the NFL, trying to replicate the experience you see every Sunday,” says Phil Frazier of EA Tiburon. “For the first time ever, you don't have to call plays in Madden, if that's a little complicated for you, you choose Game Flow. It'll choose a play for you based on an authentic NFL game plan. So if you play as the Saints, we'll call a play the Saints would probably call in that situation. Your job is to run the play.”

Two-time Olympic snowboarding gold medalist Shaun White decided to breathe new air into his franchise by focusing his newest title around his summer job, skateboarding.

“You skate through the whole world and everything's in black and white and as you skate, you do your tricks, and when you land this wave of influence comes out of you and your board, and it changes the world around you,” White explains. “So trees will be popping out of the ground, buildings will collapse into ramps; everything becomes skate-able as you go by it. You can actually shape things around you, where if you get on a rail, you can take it where you want it to go.:

Fitness games have recently gotten huge, but have been primarily developed for the Nintendo Wii with its motion-sensing remotes and balance board. But EA Active 2 will come with a new total body tracking system that'll work with all the next gen consoles and the iPhone and iPad.

“It's a brand-new setup that's completely wireless, but it also combines a heart rate monitor that allows you to track the intensity of that workout throughout that workout and display it on screen,” says Thomas Singleton of EA Sports.

While many games can get your heart rate up, Innergy will ship with a heart rate variability monitor to help the game teach you how to breathe properly in order to calm down.

“You manage the relationship between your heart and your brain and the only way to manage this variability is to breathe well,” says Oliver Janin of Ubisoft. “And when you manage it you downgrade your stress level in your brain.”

Developers say while the title is all based on scientific findings, they still call it a video game not a medical tool.