Gears Of War 3 will offer gamers the "longest and thickest" campaign in Epic's history, according to the studio.
Speaking to CVG in Los Angeles today, design boss Cliff Bleszinski told us that the length of the title's single-player would comfortably top ten hours - and suggested it would be closer to 12, by saying the game would have "at least a few hours" more gameplay than its predessesors.
"I can tell you this is the longest and thickest campaign Epic has ever produced." commented Bleszinski.
"Gears 1 and 2 were roughly about eight or nine hours for the average person, it's at least a few hours more than that. It's thick - and it's not just copy and paste level design. There's all this unique combat, all these story elements; there's a lot of stuff going on. It's quite a journey."
The firm has given the game's multiplayer a full overhaul, including the new Horde 2.0 mode. We saw it today and it's looking intense - not least when waves of bosses begin charging towards you - whilst the promise of dedicated servers will be sweet music to long-term fans. The title is due out in September on Xbox 360.