There haven't really been a lot of newcomers into the survival horror genre. Most of the titles released have come from pre-established franchises, with gameplay mechanics and story threads that are well known and debated by fans of the series. As a result, trying to establish a new franchise in the genre can be an even steeper uphill battle -- the story, game mechanics, characters and scares have to be even stronger than most games to interest and even pull away fans of other franchises. This is the kind of challenge that Dead Space, EA Redwood Shore's upcoming game, faced because it was set in a completely new universe of survival horror (in more ways than one), one that EA has been supplementing with an animated movie, comic book and other assets. Fortunately for horror fans, Dead Space is a great example of the genre and is an awesome way to launch a franchise that could continue for many years to come.