It's no secret that Electronic Arts is pinning high hopes for NBA Live 10 (Xbox 360, PS3, PSP). If they're planning to catch up to 2K Sports like they said they would, then they'd better shape up and bring it. One of their pitches is the Dynamic Season feature, which we can learn more about through this dev diary.

It's one thing to know you've got great competition, it's another to admit that they're doing much better than you. That's exactly what Peter Moore did in his interview with Industry Gamers, when he admitted that 2K Sports is doing much better than his EA Sports. He's not gonna sit and watch his guys eat some 2K dust though, he and his crew are "working very, very diligently" to close the gap that 2K made between them.

Taking the spotlight in this week's edition of our On Shelves post, the 2K Sports baseball franchise returns in The Bigs 2, which is now out in stores and waiting to be bought by baseball and sports game fans. The Xbox 360, PS3, PSP, and Wii release is accompanied by this Opus Launch trailer, which you can catch after the jump.

Minus the digital downloads, this has to be one of the smallest batches we've seen on On Shelves. Talk about a dry batch - no AAA titles in this lineup. Anyway, there's still ArmA II for the PC if you're a die-hard FPS fan, or if you're a baseball fan, 2K Sports' The Bigs is also coming out this week. For the other two titles, read on for this edition of On Shelves This Week.

Seems like 2K Sports is rolling out the red carpet for the 10th anniversary of the NBA 2K franchise. Team Xbox reports that a special limited collector's edition of NBA 2K10 is in the works.

When publishers whip out screenshots, they usually come in groups. Today, however, says different. What we have now is the first screenshot of NBA 2K10 from 2K Sports, and yes, that's in singular. But what the release lacks in quantity, it definitely makes up for with substance. Presenting the first NBA 2K10 screenshot - Shaquille O'Neal is now a Cavalier. Talk about updated.

The first step to improvement is knowing where you fell short. NBA Live 10 (Xbox 360, PS3, PSP) producer Sean O'Brien did just that in his EA Sports blog post, humbly admitting that NBA Live does need improvements to catch up to the superior 2K Sports franchise. In addition, the Electronic Arts exec promises that such improvements will be made and that NBA Live 10 will mark the the franchise's comeback.

As if in response to 2K Sports' decision to go with the Lakers' Kobe Bryant for the cover of NBA 2K10, Electronic Arts has revealed that NBA Live 10's cover athlete will be Orlando Magic center Dwight Howard. The game's cover athlete was announced by way of a new teaser trailer for the upcoming basketball game. You can check it out after the jump.

Love him or hate him, it can't be denied that Kobe Bryant is one of the best players ever to pick up a basketball. As KB24 eyes his fourth championship ring and taking Game 1 of this year's Finals with a convincing 40-point performance and a game-high 8 assists, the superstar will be on the cover of 2K Sports' NBA 2K10.

PlayStation Store Europe gets another obligatory update today with a excessive load of isometric puzzlers headed towards gamers in the region. Today's update highlights one of Sony's more unique titles released - Echochrome (PS3, PSP). Check out the complete list of downloadable goodies for this week in our full article.