Among the reveals at EA's annual Studio Showcase at their Redwood City U.S. campus, the publisher today officially lifted the veil off Alice: Madness Returns, confirming the rumours of the project's name change, most notably the removal of the "American McGee's" prefix.

The game is of course still being developed at McGee's Spicy Horse Shanghai-based independent studio and along with the name change, we now have some new media to share.

A new cinematic cinematic teaser trailer, while still not offering any gameplay is looking a lot slicker than the last one. However we also have several screenshots and concept art which give us a better idea on what this new Alice adventure will look like.

Alice: Madness Returns takes place 10 years after the conclusion of the original game, with Alice struggling to recover from the emotional trauma of losing her entire family in a fatal fire. After spending a decade institutionalized in an insane asylum, she is finally released to the care of a psychiatrist who just may be able to help her conquer the nightmarish hallucinations that still haunt her. Alice embarks on a mission to root out the true cause of her family’s mysterious death, jumping from a gloomy and stark London to a rich and provocative Wonderland.

According the press release, Alice: Madness Returns is poised for a 2011 launch on PC, Xbox 360 and PlayStation 3.