Well, that thread's technically just about the trailer, this one's about the general new franchise.
So, what we know:
It is not being developed by any Canadian Bioware studios, so it is speculated to be in development at Bioware Austin, the studio behind SWTOR.
ARG websites registered by EA around the same time as the trailer teaser site are strongly linked to the new title and suspected to be part of Failbetter Games' previously announced collaboration with Bioware earlier this year.
You can find much of the ARG stuff here: http://dulfy.net/201...-seeking-henna/
Basically, a fellow named Blake with a fondness for puzzles and reddit is looking for his online friend Henna, who mysteriously vanished from her home and her wheelchair while looking into a mysterious university with an odd course load that seems to include alchemy, the biology of mythical creatures, time travel, and memory viewing amongst other things.
However, the events calendar is interesting. The first day of classes happens to start on August 13th, the first day of Gamescom. Also, today, the day those who got the email were "chosen", is the last day to sign up for the "Paris Retreat", which starts on the 19th, so that could be something.
As for Blake, he promises to be in San Diego this weekend, handing out fliers 
So, I'm hoping for an Urban Fantasy RPG myself (I've been looking for one since VtMB). I'm a bit concerned since, if it really is being developed by Bioware Austin, then it might end up being another MMO (On the other hand, I'm not sure they could handle running two MMOs at the same time, so I'm hopeful).