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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