NEW YORK (Map) - NEW YORK, July 15 /PRNewswire-FirstCall/ -- Chuck Norris doesn't have a chin under his beard. He has another fist and a new mobile game! Gameloft(R), a leading global publisher and developer of video games for mobile phones, today announced a licensing agreement with America's greatest hero, Chuck Norris, to produce a mobile game that will prove "if at first you don't succeed, you're not Chuck Norris."

Chuck Norris: Bring on the Pain will deliver a sweeping round house kick to all that is evil when it launches in August of 2008.

Chuck Norris: Bring on the Pain introduces mobile gamers to the hero that never needs an introduction, Chuck Norris. Play as either Ranger Chuck or Commando Chuck as he battles the combined forces of Fidel Castro and Kim Jong-il to defeat Communism here and abroad, with all of the subtlety of a Chuck Norris powerhouse takedown. But the enemy isn't the only one feeling the wrath of Chuck as totally destructible environments allow Chuck to punch down houses with his fists or raze whole forests with his gun.

Chuck Norris: Bring on the Pain will not only break up the bad guys, but will also break the mold of how mobile games are played thanks to a cool avatar feature which allows players to insert their own face (or that of their friend) into the game via their handset's digital camera and then place it on enemy bodies for Chuck Norris to mash into dust. As well, an innovative Zoom Perspective allows Chuck to throw vanquished enemies right at the screen, just like in his movies.

There are three reasons Chuck Norris decides to make a mobile game:

1. Chuck Norris decided to make a mobile game so he can hit the bad guys with so many lefts, that they beg for a right!

2. Chuck Norris fights evil on all screens. Movie screens, television screens and now the screen of your mobile phone.

3. When it comes to making video games, fighting bad guys puts Chuck in a good mood.

Chuck Norris: Bring on the Pain is inspired by Chuck Norris' true persona and by the legendary cult website, http://www.ChuckNorrisFacts.com. The game will incorporate the site's tongue-in-cheek sense of humor, as it draws from many of the 'Chuck Norris factoids' that fans have enjoyed online for years.

Chuck Norris: Bring on the Pain will blast onto mobile phones, hitting major US carrier decks in August 2008. The strategic partnership was formed with Gameloft by Chuck Norris' exclusive business development firm, Brand Sense Partners. The two teamed up in the beginning of this year to develop this first ever mobile video game for Chuck Norris fans of all ages.

About Brand Sense Partners, LLC

Established in 2001, Brand Sense Partners, LLC (BSP) is a strategic new business development consultancy with an integrated turnkey infrastructure designed to execute the firm's recommendations. BSP fosters growth in new categories of business for its clients by leveraging brand equity and other strategic assets. Clients focus on their core businesses while BSP's team of industry experts develops the strategy through market research and in-depth analysis, negotiates the deals and manages the new lines of business. The BSP approach reduces capital costs, risk and time to market resulting in new, profitable and accelerated growth for its clients. Headquartered in Los Angeles, BSP manages more than 200 partnerships for its Fortune 500 clients with approximately $1.5 Billion in retail sales in the consumer products, media, technology, celebrity and fashion industries. For more information, please visit http://www.bsp.com.

About Gameloft Gameloft is a leading international publisher and developer of video games for mobile phones and consoles. Established in 1999, it has emerged as one of the top innovators in its field. The company creates games for mobile handsets equipped with Java, Brew or Symbian technology. The total number of games-enabled handsets is anticipated to exceed four billion units by 2012. Gameloft games are also available to players on WiiWare and DS, Microsoft's Xbox LIVE Arcade, Apple's iPod and iPhone, and PCs. Partnership agreements with leading licensors and sports personalities such as Ubisoft Entertainment, Universal Pictures, ABC, DreamWorks Animations SKG, Endemol, 20th Century Fox, Viacom, Sony Pictures, Touchtone Television, Warner Bros., FifPro, Ferrari, Paris Hilton, Gus Hansen, Kobe Bryant, Derek Jeter, Reggie Bush, Chuck Norris, Jonny Wilkinson or Robinho allow Gameloft to form strong relationships with international brands. In addition to the partnerships, Gameloft owns and operates titles such as Block Breaker Deluxe, Asphalt: Urban GT and New York Nights. Through agreements with major telephone wireless carriers, handset manufacturers, specialized distributors and its online shop, Gameloft has a distribution network in over 80 plus countries. Gameloft has worldwide offices in New York, San Francisco, Seattle, Montreal, Mexico, Buenos Aires, Paris, London, Cologne, Milan, Madrid, Lisbon, Copenhagen, Warsaw, Helsinki, Vienna, Bucharest, New Delhi, Seoul, Kuala Lumpur, Beijing, Hong Kong, Singapore, Tokyo and Sydney. Gameloft is listed on Euronext Paris (ISIN: FR0000079600, Bloomberg: GFT FP, Reuters: GLFT.PA For more information, visit http://www.gameloft.com