E3 06: Paris Hilton shills for Diamond Quest

Hotel heiress shows up to two-hour autograph signing an hour and a half late, gets the name of her own game wrong?

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LOS ANGELES--In 2004, hotel heiress Paris Hilton (The Simple Life) was six hours late to the opening of her own night club, Club Paris. At this year's Electronic Entertainment Expo, she was an hour and a half late to an autograph signing for her new mobile phone game from Gameloft. On top of that, she apparently got the name of the game, previously announced as Paris Hilton's Jewel Jam, wrong, according to an Associated Press report.

"Sorry I'm late," Hilton said when she arrived. "I'm really excited to have my new video game, Diamond Quest. Thank you all for coming, and you can download the game."

While the Paris Hilton's Jewel Jam logo was plastered on the backdrop behind Hilton at the signing, a Gameloft representative told GameSpot that she actually got the name of the game right. "We just changed the title at the last minute, just before she came out," the representative said.

Hilton not knowing the name of her own game might be surprising given her previous comments about the game in the press release that announced the project.

"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," the release quoted her as saying. "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."

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