EA has dumped its longstanding NBA Live brand - and introduced NBA Elite '11 in its stead, which will be released on Xbox 360 and PS3 in October.
The firm says the new game boasts an 'all-new technology base, a new control scheme and a real-time physics system'.
"We plan to profoundly evolve the interactive basketball experience in a way that the category has not seen for a decade," said EA Sports boss Peter Moore.
"In NBA Elite 11, we'll introduce a gameplay experience that gives fans the control on the court that they have been begging for in a basketball game for years."
Elite offers a new 'Hands-On Control' scheme, which EA reckons allows for one-to-one responsiveness of a player's movement and actions on the court - as opposed to traditional predetermined animations that require users to wait while a scenario played out.
A new real-time physics system has also been introduced, allowing players on the court to move independently of one another. EA says this removes the two-man interactions that have long taken the user control out of basketball simulation video games. In addition, a new skill-based shooting system has been implemented.
EA has been releasing basketball videogames since 1983. The first game, titled One on One: Dr. J vs. Larry Bird, was one of the first basketball games to feature real NBA players. The franchise was rebranded to become NBA LIVE with the release of NBA LIVE 95.