The game's development was officially announced at E3 on June 1, 2009 by WWE, Yuke's, and THQ. THQ Vice President of Global Brand Management Brian Coleman stated that the company's goal is to offer "players extensive creative freedom and make WWE SmackDown vs. Raw 2010 the most authentic, entertaining and compelling simulation of live WWE programming to date. In numerous interviews at E3, WWE wrestler John Morrison discussed that the main theme for the game would be based around customization and said that one of the many new features would have to do with creating ring attires for wrestlers in the game. THQ stated that more information regarding the development of the game would be released on August 23, 2009 during WWE's SummerSlam pay-per-view event.
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