I've written quite a lot in the past about the eccentric licensing deals forged by mobile game publishers, but frankly Gameloft has just set a new benchmark. Today the company has signed a deal with pointless hotel heiress Paris Hilton to create a series of games based around her likeness.
"Gameloft is dedicated to increasing mobile game offerings to female and casual gamers and we are thrilled to have Paris Hilton on board," froths Michel Guillemot, the company's president. "She is a model, a fashionista, an actress, an entrepreneur and a pop culture force of nature whose appeal is recognized the world over," he explains, somehow missing out 'home video porn star' and 'horrifying example of celebrity culture gone mental'.
Paris herself had this to say: "I'm excited to collaborate with Gameloft to bring the Paris Hilton brand and the glamour of young Hollywood to the cell phones of all my fans around the world. My phone has become an all in one entertainment device and mobile games are an integral part of that. Mobile gaming is really hot right now and I'm excited to be part of this project." Is anyone else petrified of a culture in which people refer to themselves as a brand, or is it just me?
Apparently, the first title will be aimed at "tweens/teens and fans of Paris Hilton". Okay. So, Gameloft is a fantastic developer, its Tom Clancy conversions have more or less defined what is possible through the format of mobile phone gaming. But aiming a Paris Hilton game at teenage girls just seems... wrong. Like little pink Playboy pencil cases. I'm reminded of this South Park episode and not in a good way.
