Cheesy indie advergaming returns to the 360, as Doritos announces the return of the "Unlock Xbox" video game design competition, calling creators to capture the essence of the snack chip in video game form.

Last year's "Unlock Xbox" winner, Doritos Dash of Destruction, was downloaded nearly a million times, so while we endlessly poke fun at the contest, it is a way to get your skills recognized by a large chunk of the gaming community. Those who feel they have a game concept that merges cheese-flavored corn chip and interactive entertainment in a way never-before-seen can visit from now until October 4th to submit a video of their idea. Ten quarter-finalists will be chosen to make their games reality. Two finalists will have their titles made into 2010 Xbox Live Arcade games, with one grand prize winner scoring a $50,000 gaming consultant project from Doritos.


"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."

You heard the woman. Live your dreams.

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