Game marketing is taken to a new level with EA’s phased product launch strategy that first begins online. What makes ProStreet exceptional is the Blueprints demo, a car tuning and download area where, before the game was released, users could tune their race car online with various custom parts. Once the game was released, they could download their car to the game console directly into the gameplay. This is the first time the industry has seen user-generated content from the web downloaded to a console game. Other elements like developer and fan communities increase visitors’ excitement around the race.