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.  

Two user-generated game concepts to be developed Into Xbox Live Arcade games, where one fan-selected winner will receive a $50,000 dream assignment as a doritos gaming consultant.

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 the official contest page. 

“We are always looking for new ways to connect with fans and give them unique opportunities to express their creativity in a way only Doritos and our partners can deliver,” said Ann Mukherjee, group vice president, marketing, Frito-Lay.  “Many of the people who love Doritos also love gaming, and this innovative program gives our fans a chance to live their dreams.”

Ten quarter-finalists, which will be chosen by the Doritos brand and Xbox 360 and announced by Xbox’s Major Nelson, will embark on the journey of a lifetime as they compete to transform their game concept into a reality.  From in-person pitch meetings at Microsoft Game Studios with the “Godfathers of Gaming” including Kudo Tsunoda, to an online voting round, gamers will get to experience the incredible process of bringing an Xbox LIVE Arcade game to life. Ultimately, two will be developed into Xbox LIVE Arcade games available for download in fall 2010, with one fan-selected grand prize winner scoring a $50,000 gaming consultant project for Doritos. 

“By bringing their brand to the Xbox LIVE audience, Doritos has the opportunity to reach a subscriber base of more than 20 million.” said Mark Kroese, general manager of Microsoft’s Entertainment & Devices Advertising Business Group.  “The first ‘Dinosaur Dash of Destruction Game’ was a record breaker in terms of first week downloads.  We’re excited to see what this round of creativity brings.”

Giving video game fans and Doritos chip-lovers everywhere even more reason to get in the game, between November 29, 2009 and December 31, 2009, visitors to www.unlockxbox.com will have a chance to instantly win great prizes as they log on to cast their vote among the finalists.  Promotion details and rules will be available on www.unlockxbox.com during the promotion period. 

Further supporting its commitment to gaming fans, the Doritos brand also is announcing a partnership to bring pro football’s combine concept to the competitive video game world. The Doritos MLG Skills Combine will be a nationwide, multi-day competition where amateur players are put through their paces by MLG League officials and pros, with an eye towards evaluating their potential for participation in the MLG Pro Circuit.