THQ has had success with its MX Unleashed racing franchise, which spawned MX vs ATV Unleashed in 2005 and now MX vs. ATV Untamed. The first two games in the franchise have sold over three million units worldwide since 2004. MX vs. ATV Untamed ships for Xbox 360, PlayStation 3, PlayStation 2, PSP and Wii on December 17 and a Nintendo DS version hits shelves in January 2008.

David Newman, global brand manager for MX vs. ATV Untamed, said this year marks a number of firsts for the franchise. Beyond making its next generation console debut and shipping across all platforms, THQ has bumped up the game's release from its traditional February/March release to this holiday.

"We made a strategic move to the holiday window," said Newman. "We're proud of the game and we want to get it into consumer's hands. We have widgets and blogs and a lot of viral marketing. We're a AAA title and the number one off-road brand in the world. From an exposure standpoint, we need to cut through some of the other games' marketing this fall."

The company is showing all versions of the new game to international press in Las Vegas this weekend, home to the U.S. Open at the MGM Grand Casino on Saturday October 13. A new game trailer for MX vs. ATV Untamed will be shown in the arena at the event and the emcee will tell fans the game ships December 17. In addition, TV spots will air during the broadcast promoting the new game.

"We want to push the brand and the game," said Newman. "This is a one-off event. It's the richest prize in the sport. We've sponsored this event in the past. We'll ramp up marketing for this game this fall and then we're the Official Videogame Sponsor for the World Supercross Circuit, which runs from January 2008 through May 2008. We'll do the same thing again in 2010 for the next iteration of the game, which ships in 2009."

The World Supercross Circuit consists of 15 events that attract 700,000 live fans. THQ will have 20 kiosks featuring the game at each event, in addition to big screen video, banners and interaction with riders, who will sign autographs for fans. Newman said it will be an interactive experience for fans to get their hands on the new game and meet some of the riders in the game.

Some of the real riders from the US Open event will be on hand to test-drive the new title October 12. Newman said most of the athletes log time playing the game, and continue to offer input into the development of the game at Rainbow Studios and Incinerator Studios.

"We have the Top 10 ATV and Motocross riders," said Newman. "In the game, you can pit them against each other. They have this rivalry like skiers versus snowboarders. They don't race against each other in real life but the game allows people to do that."

THQ has been part of the motocross scene since 1998, which has helped the company solidify relationships with over 100 companies and sponsors that are featured in the new game free of charge. Newman said they want to be part of the game because it gives them added exposure, while THQ likes the added authenticity they bring.

"From the fan's perspective, we're on sight at live events," said Newman. "They're familiar with THQ and they have a good association with our brand. Originally, we started with Ricky Carmichael and sponsored riders. Then we sponsored teams like Kawasaki. We were a sponsor of the US Open in 2000. Then we decided to really own a significant space in the motocross and the off-road community, so we sponsored the World Supercross Series. We were the title sponsor for this event in 2003, 2004 and 2005."

Leading up to the December release, THQ is doing a lot of out-of-the-box viral marketing and sponsorships. They're sponsoring the LG Action Sports World Tour in November and the FMX (Freestlye)/Arena Cross Tour in November and December. Come January, THQ is partnering with Guitar Center to offer a new band the opportunity to open on tour for one of the bands from the game's soundtrack.