Gamers seem to be expecting more customization options these days with their games, and Electronic Arts isn't in a position to deny them such luxuries.  After all, there's competition to crush and money to be made.

And so, EA announces this little tidbit for its upcoming multi-HD-platform racer Need for Speed SHIFT -- the exclusive driver profile system.  Called the "ultimate extension of the true driver's experience," the driver profile works a bit like those new customization features in Forza 3.  The game essentially creates a unique experience for each player based on that person's play style, applying these custom tailored options to both single player career and online multiplayer modes.

The driver profile can be broken down into four key components:

1. Personality - a player’s driving style determines whether they are an aggressive or precise driver.
    
2. Success - as in every race, the ultimate goal is to finish at the top of the podium.
    
3. Profile points - every car passed, every corner mastered, every opponent taken out generates profile points.
    
4. Badges - these unique icons bring individuality and style to each player’s driver profile, as each player races and completes top achievements.

Obviously, it takes some time for you to fully develop your driver profile, as it measures your game records to accurately determine what sorts of challenges you'd prefer.  This system will create rivalries, trigger specific challenges, and even unlock specialized vehicles and customization options.  You'll be striving for the same rewards no matter what your style is, too.

“The new driver profile feature in Need for Speed SHIFT gives players full control of how they progress through game,” said Patrick Soderlund, Senior VP of EA Games Europe.  “In SHIFT, how you drive is who you are behind the wheel.”

Developed by Slightly Mad Studios, in collaboration with Black Box and Patrick Soderlund, Need for Speed SHIFT will be coming to North America on September 22 and Europe on September 17 for the Xbox 360, PC and PlayStation 3.  The PSP version, developed by EA's Bright Light studio, should be out at the same time.

Oh, and remember when EA announced they'd be giving away a brand new 2009 BMW M3 Coupe at E3 this year?  Turns out the car went to Los Angeles resident Mitchell Francis, who won the Need for Speed SHIFT Hero Car Competition, in which participants raced around the Autopolis track in the BMW M3 GT2 in-game, attempting to generate the highest number of driver profile points. 

Congratulations to Mitchell.  Have fun with that beast.