DORITOS AND MICROSOFT TEAM UP TO PUT CREATIVE CONTROL OF UPCOMING XBOX LIVE ARCADE GAME IN PEOPLE’S HANDS
Two User-Generated Game Concepts to be Developed Into Xbox LIVE® Arcade Games; One Fan-Selected Winner Will Receive $50,000 Dream Assignment as Doritos Gaming Consultant
Plano, TX (August 31, 2009) —As one of the leading consumer brands to successfully cross over into the world of video games, Doritos tortilla chips -- a flagship snack brand within PepsiCo’s Frito-Lay division -- today announced it will once again offer the creative opportunity of a lifetime to video game lovers with the chance to design a new Xbox LIVE® Arcade game. Today marks the return of “Unlock Xbox,” a ground-breaking video game design contest that puts the creative control to design an Xbox LIVE Arcade game in consumers’ hands.
The Unlock Xbox contest, which is driven by a collaboration between the Doritos brand and Microsoft, originated in 2007 and lead to the creation of the record-breaking “Doritos Dash of Destruction,” the first consumer-created Xbox LIVE Arcade game, which went on to become the fastest Xbox LIVE Arcade game to reach one million downloads.
Starting today, people in North America are invited to submit game concepts that embody the big, bold and intense spirit of the Doritos brand, for the chance to have their idea developed into an Xbox LIVE Arcade game for the Xbox 360. Fans can review the submission terms and enter their ideas via video submission through October 4, 2009 at www.unlockxbox.com.
We don't provide the 'easy to program for' console that they [developers] want, because 'easy to program for' means that anybody will be able to take advantage of pretty much what the hardware can do, so the question is what do you do for the rest of the nine and half years? It's a learning process. - SCEI president Kaz Hirai
It's a virus where you buy it and you play it with your friends and they're like, "Oh my God that's so cool, I'm gonna go buy it." So you stop playing it after two months, but they buy it and they stop playing it after two months but they've showed it to someone else who then go out and buy it and so on. Everyone I know bought one and nobody turns it on. - Epic Games president Mike Capps
We have a real culture of thrift. The goal that I had in bringing a lot of the packaged goods folks into Activision about 10 years ago was to take all the fun out of making video games. - Activision CEO Bobby Kotick










