Not too many years ago, Electronic Arts was a company that was avoiding the first-person shooter genre. These days, it’s counting heavily on it.

The company showed a lineup that was bullet-heavy at its 2010 E3 press conference, highlighting shooters that will likely cheer action fans and court controversy from game violence opponents. And as if to underscore their commitment to the genre, EA is launching a new customer loyalty program, dubbed “Gun Club,” tailored to appeal to action fans.

Read more at Yahoo! Games