For a long time - Asus have had their ROG (Republic of Gamers) boards, targetted at the enthusiast, overclockers - but gamers? Apart from having mutli-GPU support, there's not much there that a gamer would enjoy.
However, Gigabyte are joining the fight with their own line of gaming motherboards at CES. Gigabyte have blogged saying "Get Ready for a Showdown at CES". There should be multiple boards announced - but for now, they seem to be using the stealth mode from Crysis to hide from us.
The first board seems to be called "G1-Killer" - with the board looking quite small, no one knows anymore details at the moment. It could be a Sandy Bridge compatible motherboard (which would make sense as they're about to drop it like it's hot).
Gigabyte has supplied pricing, with the G1-Killer at $299. Hopefully it's a feature-heavy board with a PCB color to really stand out. It could even be bundled with the new COD: Black Ops title? Who knows!