In late October and early November, visitors to the site will have a chance to play working versions of the five finalists? games and vote for the one game concept they want to see developed for release.

Consumer votes will determine the winning game concept, announced in November 2007, to be developed by Xbox 360. Once released in summer 2008, fans everywhere will be able to download and play the first-ever consumer-created Xbox LIVE Arcade game for free.

Doritos-inspired video game ideas can be submitted at www.snackstrongproductions.com between June 21 and July 29, 2007. Submissions must describe an original idea for a Doritos-inspired video game in no more than 500 words along with any other original elements or components gamers would like to have considered as part of their entry, to help describe, depict or illustrate the original idea. Beginning today, additional details about the creative challenge are available at www.snackstrongproductions.com.

"Doritos fans continue to tell us how excited they are to be part of, and personalize, what is important to them," explains Ann Mukherjee, vice president, marketing, Frito-Lay. "Similar to past Doritos programs that put consumers in control, we hope "Unlock Xbox" gives people a chance to express their own creativity, this time in the innovative world of gaming."

Giving video game fans and Doritos chip-lovers everywhere even more reason to get in the game, between August 20 and November 18, 2007, visitors to www.snackstrongproductions.com will have a chance to instantly win great prizes including Xbox 360 consoles, Xbox Live Gold subscriptions and more with two consecutive online promotions. Promotion details, including rules, will be available on www.snackstrongproductions.com during the respective promotion periods.

"We are always looking for new ways to connect with Xbox fans and give them unique opportunities for expressing their creativity that only Xbox 360 and our partners can deliver," said Mike Fischer, General Manager, US Marketing, Xbox. "With millions of gamers already engaging in Xbox Live fan forums and communities, we extend an invitation to them to jump in with their ideas for a fun, new Xbox LIVE Arcade game."

Five finalists will get to work side-by-side with Xbox LIVE Arcade development teams to build playable versions of their game concept which will be available online.