NASCAR: The Game 2011 Will Hit The PlayStation 3 Early Next Year.

EA previously held the racing license, but decided to terminate their affiliation with the American past-time.

Most interestingly, the game will be developed here in the UK by Eutechnyx - a British studio with a series of racing titles to their credit. Even more interestingly, Activision will be acting as a distributor, while Eutechnyx actually hold the licensing deal.

"[NASCAR] really got excited about this because this isn't some big publisher using some anonymous external developer," Eutechnyx's North American EVP Ed Martin told ESPN. "We are out there with these guys. We are working with not only NASCAR, but the drivers and the R&D center and the engine builders and everyone is really excited about the fact that we are right there with them. Eutechnyx owns the license, we're developing the game, and it's a dynamic partnership with Activision. They've been great to work with."

The game's due in February 2011. It could be quite lucrative for Eutechnyx in the North American market. Because those guys love cars going in circles.