Xbox has begun a contest promoting many of their new Xbox LIVE Arcade titles entitled Xbox LIVE Summer of Arcade.
Each week players who play a new Xbox LIVE Arcade game (trial or full version) will be entered into the contest: a chance to win an Xbox 360 Elite console, 100,000 Microsoft Points, and an Xbox LIVE Gold membership 12-month subscription card.
Additional prizes and full contest details can be found here.
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