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BAM! and Yamaha Team Up For 'Riding Spirits'

by Thomas on July 23, 2002 @ 6:10 p.m. PDT

BAM! Entertainment and Yamaha Motor Corporation, U.S.A. today announced an extensive marketing campaign backing the North American launch of Riding Spirits for the PlayStation 2. BAM! representatives will discuss details with retailers during this week's Interactive Entertainment Merchants Association (IEMA) summit. The million-dollar campaign will include television, print and online advertising, national in-store retailer promotions and public relations efforts. Riding Spirits for the PlayStation 2 is scheduled to ship in early September.

"BAM! came to us with unique and exciting programs to promote the Yamaha brand across new retail channels," said Kim Steadman, Licensing Manager for Yamaha Motor Corporation. "Riding Spirits not only gives players an adrenaline rush, it is the most realistic motorcycle game I have ever seen."

"Our plans with Yamaha are so cohesive that retailers will feel confident about the success of Riding Spirits. We plan to maximize customer and retail exposure of this game," said Jill Braff, Senior Vice President of Worldwide Marketing for BAM! Entertainment. "What better time to introduce this extensive, and very exciting, marketing campaign than at IEMA."

In an effort to raise awareness and aggressively support Riding Spirits for the PlayStation 2, marketing will include:


-- An aggressive sweepstakes promotion where several Yamaha YZF(R)-R6(R)'s
Supersport motorcycles will be given away!
-- National television ad campaign on The Speed Channel.
-- National P.O.P. programs including posters, oversized boxes, banners,
floor graphics, and in-store commercials at retailers nationwide.
-- Coverage on yamaha-motor.com (www.yamaha-motor.com), as well as the
official Riding Spirits web site, hosted by BAM! Entertainment
(www.bam4fun.com).
-- Radio promotions including on-air giveaways.


Riding Spirits for the PlayStation 2

Players hit the road on 150 of the fastest two-wheel machines on the planet in one of the most accurate motorcycle racing games ever created. Each motorcycle is modeled in exact detail after its real-world counterpart right down to the engine noise. Riding Spirits is being developed by Spike, one of Japan's top development studios.

About Yamaha Motor Corporation, U.S.A.

Yamaha Motor Corp. USA markets and sells motorcycles, ATVs, snowmobiles, watercraft, generators and outboard motors as well as parts, apparel and accessories throughout an extensive nationwide dealer network.

About BAM! Entertainment, Inc.

Founded in 1999 and based in San Jose, California, BAM! Entertainment, Inc. is a developer, publisher and marketer of interactive entertainment software in North America and Europe. The company develops, obtains, or licenses properties from a wide variety of sources, including global entertainment and media companies, and publishes software for video game systems, wireless devices, and personal computers. The company's common stock is publicly traded on Nasdaq under the symbol BFUN. More information about BAM! and its products can be found at the company's web site located at www.bam4fun.com.

This release contains statements that are "forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995. These statements are based on current estimates and projections about BAM! Entertainment's business, which are derived in part on assumptions of its management, and are not guarantees of BAM! Entertainment's future performance, as such performance is difficult to predict. Therefore, actual outcomes and results may differ materially from what is expressed or forecasted in such forward-looking statements due to numerous factors. Such factors include, but are not limited to those described in the final prospectus dated November 14, 2001 relating to the initial public offering of BAM! Entertainment, which was filed with the U.S. Securities and Exchange Commission. Readers of the release are referred to this filing. BAM! Entertainment does not intend to update any of these forward-looking statements after the date of this release.

NOTE: BAM! Entertainment, BAM! and BAM!4 are trademarks of BAM! Entertainment, Inc. PlayStation is a registered trademark of Sony Computer Entertainment Inc. Nintendo GameCube is a trademark of Nintendo of America, Inc. Microsoft and Xbox are registered trademarks or trademarks of Microsoft Corporation. Nintendo and Game Boy Advance are trademarks of Nintendo. All other trademarks are the property of their respective owners.

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