Retro Studios Working On A “New Brand”?

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At this point, I just want to know what it is. The way Nintendo are keeping it so incredibly quiet I feel like this E3 will come and go without us finding out, just like last year.

Surely it's in their interest to at least hype us up for the announcement. "On June 11th, find out all about the brand new game from the award-winning developers of the Metroid Prime trilogy!" They don't champion Retro nearly as much as they should. One of the best devs in the industry.