The game is based on the professional wrestling promotion World Wrestling Entertainment (WWE), and is named after the promotion's two brands: SmackDown and Raw. It also features the promotion's former third brand ECW. It is also the last game to feature ECW in its title. Similar to previous games in the series, WWE SmackDown vs. Raw 2010 involves players competing in various professional wrestling matches, either as one of the in-game characters based on WWE's roster or as a character created in the Create-a-Superstar mode. WWE SmackDown vs. Raw 2010 adds several new features with the main theme based around customization, such as a Story Designer allowing players to create their own playable WWE storylines, an expansion on the Create-a-Finisher mode to include aerial techniques and for the Xbox 360 and PlayStation 3 versions.