Update: A new image has leaked, which shows promotional images calling the game Battlefield 1. Other tidbits from the posters include a release date of October 18, and a Hellfighter pre-order pack "containing themed items inspired by the heroic Harlem Hellfighter Infantry Regiment."

Original Story: The new Battlefield is supposed to be announced in a few hours, but apparently the Xbox store has let the cat out of the bag a bit early with a new image.

The folks at NeoGAF uncovered it, with discussion that it could be an alternate reality World War I setting. We knew about the possibility of World War I, given a previous leak, but the alternate history thought is new. The teaser released yesterday had a shadow passing over a soldier's face as he glanced up, leading to speculation that is was some sort of flying ship he was staring at. The new image from the Xbox store indeed has a ship hovering above a soldier, which could be of the space variety, but also looks a bit like a zeppelin. The soldier is holding what looks like a German Luger pistol, while also carrying a short handled morning star or trench club. He also appears to have a gas mask attached to his gear. 

Again, we won't know much more until the actual reveal at 4 PM ET, and you can watch the livestream at Shacknews.