It is a good game. But not a superior concept.
In terms of EA development. It's ALL there. The infamous EA multiplayer servers! The EA shop. Yet also the EA music (perhaps this is not a good thing for some people). Yet we see the return of management mode AND ALSO solo career. I personally chose Sol Campbell in Notts County.
These all add up to a great amount of features overall, and gamers will have their preferences over which are their favourite modes. Personally I like the solo career. Multiplayer is still slightly over rated for me.
In the EA Store not all the teams have alternative kits available. I suppose because of unlocking the store credits and there not being enough achievements. Perhaps they will change this in FIFA 11.
Overall the gameplay is simular to that of previous FIFAs all the way back to 96. Generally this rule is that football is a great game and putting it on every platform available seems like a sensible idea, because after all, the invention of football was genius! Unfortunately this becomes its downfall in terms of modern gaming because after playing several very clever games with invariably unique and genius puzzles and concepts. The concept behind FIFA is just football.
I'm not slamming football, FIFA its a great game! But I'm just saying there are other games out there on your console with higher ratings deeper gameplay. Afterall football is best played on a field and probably not on a screen.