If you want to talk about customization in an MMO, let’s talk about APB: All Points Bulletin. A new game revealed at E3, developed by Real Time Worlds and published by Electronics Arts, is — as you might guess from the title — about street gangs against enforcers of the law. Although still early in development, APB had a robust and very detailed character creation system to show off at a meeting room in the LA Convention center. Literally, it’s one of the best I’ve seen in any MMO to date.

The character creation system allowed for customization of many facial and other physical features, yet it had a smart underlay of algorithmically connected bones and muscle structures so that the player does not end up creating really fugly and improbable-looking characters. The tattoo designer looked particularly simple to use yet could create complex designs. This particular component, I was told, is vector-based and not only scales but wraps to the character’s proportions depending on where you wish to place the pattern, as it can be used as a tattoo on your character’s body as well as a decal on clothing and vehicles.

The character creation also allows application of textures, i.e., not only can pieces of clothing be selected from a wide choice of designs, the material can also be specified, from material to patterns and colors. Vehicles are similarly designed, with accessories, colors and decals that can be added. Tail pipes, bumpers, hubcaps and spoilers are all accessories that can be used to customize your vehicle and then some.

The developers expect that a player marketplace will be set up in game for more graphically talented players to sell tattoos and designs to other players. There is no overarching storyline. Instead, players will drive the story. It’s an urban landscape, and players get to choose to be an Enforcer or a Criminal. Then off you go into the city. You can take a mission that can be an escort mission for an Enforcer to protect the transfer of funds from one bank to another, or perhaps you are assigned to break into and steal a particular type of car for a Criminal. Then the fun begins. As a Criminal, you may be tipped off that an armored truck is making a trip today. As an Enforcer, you may receive an APB that a carjacking is taking place. As you respond, the fun continues.

APB is strictly PvP. An intelligent matchmaking system matches players against players in instanced missions. The system allows for asymmetrical matching. A really good experienced player with many kills to his record may be matched against three relatively new players, for example. The developers expect that there will be more players playing Criminals and there will be scenarios in which they will be matched against each other, such as Turf Wars.

Two sets of servers are planned: one whereby PvP is mission limited and the other, a wide open world. Players will be allowed to transfer from one to the other if they find that the style of play is not to their liking.

VOIP is built into the game, and sound is 3-D positional. Audio creation is built into the game and allows players to create music for their in-game boom boxes and car stereos. This promises to make it an immersive, dynamic world. Depending on who’s passing by on the street, the player will be seeing customized cars and hearing customized music. Further, a player can tag a “Death Beat” to their kills for more gang recognition or personal reputation. You always know who tagged you and can plan your revenge.

Movie-making will be built in and will give players the ability to show off their better kills and missions for bragging rights. As for leveling, little detail was available besides a promise of functional progression and a threat rating that will show how good a player you are. Hundreds of cities and districts within a city will be available for players, and gangs can “own” their own turf, with a mechanic built in for player gangs to eventually rival NPC gangs and attain the ability to provide missions and rewards to other players.

APB is looking at an early 2010 launch. If the first glimpse of the character creation system is anything to go by, the game will be slick and polished. Very, very well-polished.