My Game Is So Hot I Can't Remember It's Name

When you're as busy as Paris Hilton, it can be hard to remember your product lines. At least, that's one way to explain why the socialite, appearing at the Electronic Entertainment Expo in LA to launch her new signature video game, called it by the wrong name. "I'm really excited to have my new video game, Diamondquest," Hilton told jostling fans and press at E3 yesterday. The cell phone game, called Paris Hilton's Jewel Jam by everyone else involved with the project at maker Gameloft, is the first rollout in the firm's multiyear licensing agreement to produce a series of Hilton-themed games. Available for download this summer, the puzzle game challenges viewers to clear a jewel-covered field to unveil a Paris likeness. Gameloft has been looking to claim the audience of female and casual gamers who might be more likely to pick up games on their mobile phones than elsewhere. According to Arc Group, the number of game-ready cell phones should exceed 2 billion by 2008.