Activision Publishing, Inc. has announced a brand new entry in its Rapala fishing franchise, Rapala : We Fish(TM) for Wii(TM). Slated for release on September 29, Rapala: We Fish is the first fishing title developed specifically for Wii(TM), featuring over-the-top fun and action-packed fishing. The game is packaged with the Rapala fishing rod and reel peripheral, letting players cast it, crank it and set the hook!

“We’ve partnered with Rapala to develop a new type of fishing game that focuses on arcade style family fun for the Wii(TM),” said David Oxford, Activision Publishing. “Combining responsive controls with an action-packed, humorous direction, we have created a fishing game that’s unlike anything out there.”

Rapala: We Fish takes a “pick up and play,” comical approach to fishing. Featuring five different game modes, including co-op tournaments, 4 player split-screen and multiplayer modes, players can choose from five hilarious characters or play as their favorite Mii(TM). Players travel to eight locations around the world and compete in 24 tournament events. Battle over 50 wacky fish species, including enormous Legendary Lunkers, with the Rapala rod and reel peripheral for side-splitting fun!

In a unique twist, the fish themselves feature zany personalities and hilarious facial expressions that will make players chuckle as they race each other to be the first to catch them. Winning a tournament requires more than just fishing – you must race your boat in arcade-style competitions with power-ups and turbo speed boosts. But hurry – if a competitor knocks the fish out of your boat before you get to the safe harbor, you lose your prized catch!

“We love Activision’s fresh, colorful approach to Rapala: We Fish,” said Kelly Brockpahler, Rapala. “It doesn’t matter if you are a fisherman in real life, this game lets players of all ages and abilities have a ‘laugh out loud’ good time!”

  For more information visit www.activision.com

Rapala is a leading fishing tackle company and the global market leader in the fishing lures, treble hooks and fishing related knives and tools. The Group also has a strong global position in other fishing categories. The Group has its own distribution companies in all the main markets and the largest distribution network in the industry. The main manufacturing facilities are located in Finland, France, Estonia, Russia and China. The Group brand portfolio includes the leading brands in the industry, Rapala, and other global brands like VMC, Storm, Blue Fox, Luhr Jensen, Williamson, Terminator, Trigger X, Sufix and Marttiini. The Group, with net sales of EUR 242 million in 2007, employs more than 4,000 people in 30 countries.

About Activision Publishing

Headquartered in Santa Monica, California, Activision Publishing, Inc. is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products.

Activision Publishing maintains operations in the U.S., Canada, the United Kingdom, France, Germany, Ireland, Italy, Sweden, Spain, Norway, Denmark, the Netherlands, Australia, Russia, Japan, South Korea, China and the region of Taiwan. More information about Activision and its products can be found on the company’s website, www.activision.com.