The new image from the Xbox store indeed has a ship hovering above a soldier, which could be of the space variety, but also looks a bit like a zeppelin.
Update: A new image has leaked, which shows promotional images calling the game Battlefield 1.
The folks at NeoGAF uncovered it, with discussion that it could be an alternate reality World War I setting.
We knew about the possibility of World War I, given a previous leak, but the alternate history thought is new.