The zombie-as-content breeds creativity. In spite of (or perhaps because of) its generic nature the zombie-as-content is a sandbox of rules and freedoms. Yes it has to eat brains, but beyond that the rules are pretty flexible and playing with the generic conventions is half the fun. Released on the Playstation 3 and Xbox 360 last week in Australia, Dead Rising 2, is a single-player and multi-player co-op zombie horror survival game – nothing new there for sure – but duct tape plays a big role in this game, allowing the player to create new zombie killing weapons by combining everyday items with more deadlier everyday items – find two chainsaws in the game and locate the kayak paddle and you can make the paddlesaw. Promotion for the game has also been based around creativity – Destructoid has the Tape it or Die competition to create new duct tape weapons to win a t-shirt, while the ABC TV game review show Good Game has its make a Youtube video competition to win a life size zombie sculpture of Brian from the game itself.