The "Toughest Sport on Dirt" has become the fastest growing sport in America. The PBR holds hundreds of thrilling events throughout the United States and in Mexico, Canada, Brazil and Australia, many of which are broadcast on Versus, Fox Sports and NBC.

"The sport of bull riding has gained tremendous momentum over the past few years, attracting a huge international audience as well as heavy duty corporate sponsors," said Rob Dyer, President of Crave Entertainment. "We feel the skill and tenacity needed to stay on a bucking bull will translate perfectly to the videogame arena."

"We are extremely excited to announce our newest licensing partnership with Crave Entertainment," says Sean Gleason, CMO of PBR. "Crave has spent a lot of time getting to know the intricacies of the PBR brand and the sport of bull riding and they get it! We are looking forward to working with their creative team to translate the adrenaline rush and action inherent in our sport to the major console platforms. It's going to be a wild ride."

The game will be available on multiple gaming platforms, and is expected to ship in Fall 2008.