May 31, 2005 Microsoft's next generation gaming console has been designed not just as a gaming environment but as a new kind of marketplace. Microsoft's new Xbox 360 console game system has been engineered to accommodate and advance advergaming concepts as never before and the company's global audience of gamers will be sold aggressively to marketers when the product hits the stores in Q3, 2005. Picture this. At the start of the season, 250,000 people sign on at US$10 a head to play a head-to-head 30 race series. The prize - US$1,000,000. Coming to the final rounds, the global audience watching the racing on-line could be measured in the millions, particularly if the events are promoted using Microsoft's media savvy. Synthetic Formula 1 indeed!!