So seeing as I am a bit sick and delirious from the drugs, I'm thinking I'll throw out something completely wacky... and AWESOME! The idea here is that you play a bunch of anthropomorphic wolves (not werewolves mind you, we're talking like Teenage Mutant Ninja Turtles kind of stuff) who are all racers in a NASCAR-like organization, only their cars are much more "Transformers Beast Wars" than regular cars. Your leveling is not so much for your character but for your car: engine, wheels, tires, shocks, suspension, whatever. The goal in between races (battles, so to speak) is to collect sponsorships from in-game advertisers (these can be real companies, like Purina considering the subject matter, or not, you did not specify that it had to be a real product, Brian). The more sponsors you have, the more money you can collect per race.
The twist, however, is that for each race you are not so much racing each other, but racing a "prey." The goal of the race is to chase down the prey and destroy it using weapons you attach to the car. Some prey fight back, which would require some amount of teamwork on the part of the players, others are defenseless but fast making for much more competitive races.
See you at Second Assault.