The Coke-vs.-Pepsi analogy could certainly apply to powerhouse Xbox franchises Halo and Gears of War (We know Master Chief is paid to Do the Dew. Just go with us on this one.) The classic formula (Halo) tasted great for years, and then Pepsi (Gears of War) rolled into town and proved that each one can quench your gaming thirst in a unique way. Of course, it's a whole new world now than when they were the two main choices on shelves, with many specialized flavors tempting you to chug their brand (Call of Duty) instead.
So what's a co-champion to do? Lace its formula with ginseng, electrolytes, vitamins, pure cane sugar, Viagra, and a whole lotta Awesome Sauce. That's Gears of War 3 in a nutshell...er, bottle cap.

A TALE TO TELL
First, why is it that the Locust-infested Gears universe has never gotten much respect? Sure, the four-man Delta Squad are hulking soldiers who spout one-liners like "Sh*t yeah!" during combat, but from the very first game, they've been eminently likeable. It's easy to identify with Marcus Fenix, the hardened leader; Dom Santiago, the tortured family man; Augustus "Cole Train" Cole, the patriotic celebrity-turnedsoldier; and Damon Baird, the wisecracking engineer who uses sarcasm to cope with the horrors of war.
The ground-level connection to the characters established in the first game was lost a bit in Gears 2, due in part to writer Josh Ortega's gluttonous, overly grandiose sci-fi plot revolving around a Borg Queen-style archenemy. So in Gears 3, writer Karen Traviss (who's penned several Gears novels) tells a simpler but far more effective tale that keeps the focus squarely on Marcus, Delta Squad, and Fenix's long-missing father, Adam. Frequent cutscenes help keep the narrative thread pulled taut where it could have easily been left to droop, and the character-driven story hits nearly all its marks.

In Act I, Marcus and Dom haven't yet united with Cole and Baird, although an interesting parallel progression has you replaying the same early event as one pair, then as the other (accompanied in each case by two non-headlining characters). Following that, you're given an extended tour of duty in Cole's boots as he revisits his hometown - which also allows Cole and Baird to exchange plenty of the good-natured verbal barbs we've grown to expect from them.
Later, a moment involving one of the major players in the story is delivered with genuine gravity and emotion. It's a powerful, intensely moving scene that proves a stark contrast to the flaccid Maria Santiago subplot that limped onto the screen in Gears 2 after a massive game-and-a-half buildup. And the end of the campaign itself is handled with both weight and grace. By the closing credits of Gears 3, it's clear that the events of this series have taken a physical and emotional toll on these soldiers. The easy narrative cop-out - a sales-pitchy post-credits teaser for a new trilogy - is refreshingly absent.

A SIGHT TO SEE
And what of the gameplay? Gears 3 takes the series' unique brand of cover-based third-person shooting and sharpens it to flawless precision. All of the usual fun-as-hell weapons return, with a few minor new additions, including a double-barreled Sawed-Off shotgun (awesome for point-blank-range kills) and an underground grenade launcher called a Digger (not a highlight). It's still immensely satisfying to explode Locust heads with a sniper rifle, and much to our delight, every single firearm now has its very own gruesome execution move.