"This is an excellent example of the synergy of the brand at retail," said Bernard Stolar, President and Chief Operating Officer of BAM! Entertainment. "We are pleased to partner up with such a powerhouse as Buena Vista."

The action-packed Reign of Fire games are supported by a multi-million dollar marketing campaign that includes a nationwide television campaign targeted at hardcore gamers, online advertisements on consumer and gaming web sites, print advertisements appearing in all top gaming publications, and additional retailer-specific coupons and promotions.

The film, starring Matthew McConaughey and Christian Bale, debuted this past July and was ranked among the top five feature films during the month of its release. Reign of Fire marks the first game from BAM! to cross all platforms with its availability on PlayStation 2, Xbox, GameCube and Game Boy Advance.

The Reign of Fire video games have received positive mentions from the press. "The fire effects will all but blow you away. The fire, again, is very impressive and objects actually appear to burn continually with the fire spreading if there are other flammable objects nearby," says GameSpy.com. IGN.com says of the game "The dragon models and textures are excellent looking, and the animations are nearly perfectly implemented."

Reign of Fire Xbox, PlayStation 2 and GameCube are available at a suggested retail price of $39.99 each. The Game Boy Advance version is available for a suggested price of $29.99. For more information on Reign of Fire visit www.bam4fun.com/reignoffire.