According to a press release, what you can see in the first PES 2010 screen to the left is actually the game’s “all-new dynamic lighting effects, where the position of the sun or the illumination from the floodlights is reflected in real time within the shadows cast both on the pitch, stadium, the ball and players.”
It does indeed sound nice but, as I said, the gameplay still matters a lot, because a great looking but unplayable game is worth nothing.