Those of you who can't get enough of Grand Theft Auto IV should, by now, be aware of the fact that Rockstar are preparing some new downloadable content (for Xbox 360 owners), The Ballad of Gay Tony.

Today, we've been given a new trailer that introduces the man to us. We now know this - his full name is Tony Prince, and his life is full of organised crime, making him perfect for the game. The new trailer shows off very little actual gameplay, but is thankfully quite serious in its content, unlike certain other trailers we have seen recently.

screenshots that we've recently gotten our claws on suggest otherwise, leaving us a little bit confused.

Download Grand Theft Auto IV: The Ballad of Gay Tony 'Tony Prince' Trailer

The new content will arrive on the 29th of October, and will be available through both the Xbox LIVE Marketplace, and in shops thanks to a new boxed product Episodes from Liberty City, which does not require the original Grand Theft Auto IV to run. The box will retail for AU$69.95, contains the previous downloadable content The Lost and Damned, as well.

The Ballad of Gay Tony, on its own, will cost 1600 MS points, but requires a copy of Grand Theft Auto IV to work. The new content will be available only on the Xbox 360.