Thinking that way wouldn't be totally incorrect however, that's not really the kind of concept that's fueling the fires behind this sequel to 2004's MX Unleashed. ATV Unleashed, it sounds like a game that's primary function is to pit MX motorbikes against ATV quads. That game became MX Unleashed, and now predictably a year later THQ and Rainbow Studios have unleashed another Unleashed for gamers who like their racing dirty. The effect of the ownership was obviously to use Rainbow's expertise in the racing arena for establishing an as-of-yet unseen franchise that the company could continue its run of its mill traditions with. This was an odd play for them to do this then, since Rainbow Studios was picked up by THQ two years earlier. Last year for the first time, THQ published a game from Rainbow Studios, the original development team behind Sony's popular ATV Offroad games.

With their wrestling and with their off-road racing subjects, THQ is known for their particular niches. THQ is one of the many publishers to bombard gamers year after year with the same standard franchises that further build upon the namesake of a label. Companies find the makings of milking a franchise useful to be progressive, rich, and ultimately lazy. It's a common procedure recognized as undergoing the whole rinse, wash, and repeat of milking a brand name. You know, there's a tactic used often in the gaming industry.

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