It's the lastest project of EA, an online hardcore PVP version of Rivals (or the new NFS: World). Although only available to Asia on CBT now.
Recently some players have found the hidden English translation in game client and make it usable. Since the KR server of Edge was temporarily down till OBT in October, servers in China are the best choice you'd have to try it now.
Good news is that there's no IP block and someone is providing the guides and keys: http://needforspeededge.com/konu/cbt-keys-for-edge-cn-server-giveaway.266/
The game developed by EA Spearhead studio has been confirmed to have more than 166 car types and fierce E-sport style competitions including but not limited to item boost or hot pursuit mode.