Acclaim Launches $4 Million Campaign for Dave Mirra BMX 2

ACCLAIM ENTERTAINMENT, INC. LAUNCHES INTEGRATED,
$4 MILLION DOLLAR ‘FREESTYLE THURSDAY’ MARKETING CAMPAIGN TO SUPPORT SEPTEMBER 6
RELEASE OF ‘DAVE MIRRA FREESTYLE BMX 2’

National Television, Radio, Print and Online
Advertising; Retail Promotions; Consumer Contests; and In-Game Music Soundtrack
Usher in Release of First BMX Game Available for PlayStation®2 Computer
Entertainment System

GLEN COVE, NY, August 6, 2001 – Supporting
consumers’ anticipation for the "Freestyle Thursday" September 6
release of the first BMX game available for the PlayStation®2 computer
entertainment system, Acclaim Entertainment, Inc. (NASDAQ.SC: AKLM) today
announced it is launching an integrated, $4 million dollar marketing campaign
behind its Dave Mirra Freestyle BMX 2. Building upon the Company’s highly
successful extreme sports franchise, which has sold in excess of 1.2 million
units worldwide, Acclaim will utilize national advertising, extensive retail
promotions, consumer contests, grassroots marketing and a dynamic in-game music
soundtrack to back the title, which is shipping at the end of August and
expected to be in full national retail distribution on "Freestyle
Thursday" September 6, 2001.

"Acclaim’s Dave Mirra franchise is one of the strongest brands in the
extreme sports category and we are thrilled to deliver the debut BMX offering
for the PlayStation®2 on ‘Freestyle Thursday’," said Steve Felsen, Senior
Director of Brand Management. "Our marketing campaign will exploit all
forms of media to enhance the widespread consumer awareness and anticipation for
the product, which will take advantage of the next generation platform and
deliver an incredible gameplay experience."

Acclaim’s Dave Mirra Freestyle BMX 2 "Freestyle Thursday" marketing
campaign includes:

• National Television – :30 and :15 spots airing
  on MTV, ESPN, ESPN2, FOX Sports and WWF programming, as well as top spot
  markets, that will begin in August and run throughout the fall and tie into
  key retail partners;
• Radio – commercials airing on alternative and
  top 40 stations in top markets, which will begin at the end of August and
  run through the month of September and tie into key retail partners;
• Print – full-page ads in dedicated video game
  publications, lifestyle publications and dedicated BMX enthusiast
  publications;
• Online – advertising and promotional giveaways
  with leading video game sites and BMX fan sites, and a dedicated consumer
  site www.acclaimmaxsports.com;
• Retail Promotions – in-store displays and
  partnerships with national retailers, including, Electronics Boutique,
  GameStop and Target, highlighted by an online chat with Dave Mirra on
  www.target.com on Tuesday, September 11 at 5:00 p.m. (EDT);
• Grassroots – extensive hang tag and sticker
  campaign, and game kiosks at BMX retailers and extreme sports festivals
  throughout the United States;
• Consumer Contests – giveaways of BMX bikes,
  apparel and a trip to a national extreme sports event;
• In-Game Music Soundtrack – featuring such
  artists as Godsmack, Methods of Mayhem, The Cult and Ozzy Osbourne and more;
• Consumer Tie-Ins – in-game appearances with 55
  sponsors and retail cross-promotions with BMX equipment manufacturers such
  as Huffy Bikes, Easton Bikes and EVS, and urban apparel designers such as
  Split, Spread, UGP, DC Shoes and Knucklebone.

Dave Mirra Freestyle BMX 2 is the only game that
features 10-time world champion and 11-time X Games champion, Dave Mirra.
Players complete a variety of challenges to earn the respect of fellow riders as
they progress through the game’s eight massive levels, which feature the very
best in vert, dirt, street and park riding. Dave Mirra Freestyle BMX 2 will
offer an innovative S.I.K. trick system, which will allow players to pull more
than 1,500 tricks, including the new grind, wall ride and lip trick modifiers.
In addition, the game will feature 13 pro riders, including Ryan Nyquist, Mike
Laird, and Colin Mackay; super-competitive multiplayer games; and a
state-of-the-art BMX Park Editor that will allow users to create their own BMX
experience. Dave Mirra Freestyle BMX 2 was developed by Z-Axis.

Dave Mirra Freestyle BMX 2 will be available on "Freestyle Thursday"
September 6, 2001 for the PlayStation®2 computer entertainment system at a
suggested retail price of $49.99.

About Acclaim Entertainment
Based in Glen Cove, N.Y., Acclaim Entertainment, Inc., is a leading worldwide
developer, publisher and mass marketer of software for use with interactive
entertainment game consoles including those manufactured by Nintendo, Sony
Computer Entertainment, Sega and Microsoft Corporation as well as personal
computer hardware systems. Acclaim owns and operates four studios located in the
United States and the United Kingdom, and publishes and distributes its software
directly in North America, the United Kingdom, Germany, France, Spain, Australia
and the Pacific Rim. Acclaim also distributes entertainment software for other
publishers worldwide, publishes software gaming strategy guides and issues
"special edition" comic magazines from time to time to support its
time valued brands, Turok and Shadow Man. Acclaim’s corporate headquarters are
in Glen Cove, New York and Acclaim’s common stock is publicly traded on
NASDAQ.SC under the symbol AKLM. For more information please visit our website
at www.acclaim.com.

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