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No, it means Xgames is a brand just like Monster and Rockstar.
Xgames is linked into Dirt3 which is absolutely the main marketing device for those brands outside of the US with regard to racing and cars. Games have overtake music and pretty much movies now as the main way for people to be entertained, so most marketing is aimed at gamers now aswell as TV viewers and live spectators.
Xgames worldwide is a simple way of opening up the market that has grown up in the US to a worldwide market. All the brands like DC, Monster, Red Bull, Oakley, Rockstar, NoS, etc etc now have world markets, so it makes sense to pull in more riders/drivers/athletes to a world games than simply just the US.
Xgames is massive, perhaps rivalled only by WorldCup and Olympics as sporting events, but vitally Xgames specifically targets the youth market. a whole world of products, loyalty etc etc etc. Marketing mans dream.
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