Remember Trip Hawkins? Probably not. Anyway, his company Digital Chocolate has had another trademark AMAZING IDEA. His idea is as follows:

New mobile game develops your brain

Digital Chocolate’s Brain JuiceTM game lets phone users train their mental muscles anywhere

Sydney, Australia, October 17, 2006 – Digital Chocolate, Inc., a leading publisher of high-quality, original (HA HA HA!) software for mobile phones has today announced the launch of its latest mobile game, Brain JuiceTM. The game, which has been designed to exercise the brain, is the first in a series of Brain JuiceTM games to be published throughout the last quarter of 2006.

Brain JuiceTM can be played on any mobile handset and provides brainteasers and puzzles from three categories: mathematic, visual, and memory, offering different challenges to the brain. The problems are suitable for all ages, with the difficulty level changing according to the user’s progress. For best results, a daily dosage of Brain JuiceTM is recommended.

Head of Digital Chocolate’s operations in Europe, Managing Director Mr. Ilkka Paananen commented: “The Brain JuiceTM mobile game joins in the growing trend of health-related consumer products. It simply makes mental exercise more enjoyable.” Mr. Paananen also hopes to influence the general perception of mobile games. “Games offer relaxation, stimulation and fun, and this is undoubtedly beneficial for all dwellers of stressed urban environments. We believe Brain Juice will cause a minor revolution in mobile gaming, bringing us more gamers from new user groups, such as academic professionals, women, and baby boomers.”

The game tracks the players’ progress over time and shows it in the form of a graph, making brain power comparison great fun for the whole family or a group of friends. By excelling at the micro-games inside the game, one can unlock more levels and more micro-games. For additional variation, brain development enthusiasts can order new sets of micro-games monthly. The game can be downloaded via the WAP portal of all major operators and content providers. Brain JuiceTM is available from 3 Mobile from their Planet 3 Content Portal, Vodafone Australia, Vodafone New Zealand, Telstra, Optus, Virgin Mobile Australia and Telecom New Zealand.

Mobile phone gaming. Shocking. To the core.