New developer Avatar Reality is working on a new multiplayer virtual world, Blue Mars, and plan to debut it at the upcoming E for All game expo in Los Angeles. Blue Mars won't launch in beta until late 2008, but Avatar Reality is already providing info about the world.

It's set on terraformed Mars, features customizable avatars, and will feature high-end graphics using CryTek's CryEngine 2 middleware. Based on the hardware specs the company gives, this isn't a casual world -- it'll require some advanced machinery to support it.

Honolulu-based Avatar Reality consists of game industry vets, including Henk Rogers, founder of Blue Planet Software, Blue Lava Wireless and The Tetris Company, and Kazuyuki Hashimoto, former vice president of technology, New Platforms at Electronic Arts and chief technical officer of Square USA.