People: May 22, 2006

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PARIS HILTON, 25, was delivered unto us famous. Quite what she did to get to fame is a mystery. How she stays there is a master class in marketing: there are Paris Hilton--branded perfumes, jewelry, books and dance clubs (on deck: Paris Hilton's debut CD). So why not, then, a new cell-phone-based video game, which the hotel heiress introduced at the annual Electronic Entertainment Expo (E3) in Los Angeles? "Sorry, I'm late," Hilton told the crush of ardent fans and photographers who had been waiting more than an hour for her. "I'm really excited to have my new video game Diamond Quest." Er, what? Promotional materials at the E3 booth called it Paris Hilton's Jewel Jam, while the E3 website said it's Jewl Jam. (Later, the game's developer, Gameloft, said--somewhat implausibly--that Paris was right.) In any case, the puzzle-like game is meant to allow players to "party with Paris Hilton anytime." And that's probably about as close to the socialite as the geeks will ever get.