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LOUISVILLE, KY -  (July 7, 2011) Are you a player? How about a legend? Grab your bat and step up to the dish. The game plan is simple: keep hitting dingers in the Louisville Slugger: Home Run Challenge.

Louisville Slugger, the Official Bat of Major League Baseball®, mLAMB Productions and XMG Studio, Inc., have partnered to create the Louisville Slugger TPX Home Run Challenge app. It is available for download in the Apple App store for the iPad and iPhone. Version 1.0 was released June 30 with Version 1.01 expected to release later this week.

The game is a free download with in-app purchases available so the user can upgrade to gain access to more features. The upgrades can be used to purchase extra bats, play in TPX® Powerized® Park and other landmark locations, as well as to acquire the Louisville Slugger bats of superstars.  In-app purchases range from 99 cents to $1.99.  Players are able to challenge friends and have the option to post their results on social networking sites.

There are two game modes, Classic and Target, with the option of minor or big show parks. A variety of TPX bats are available by purchase or by earning points through homerun hits. Each Louisville Slugger was tuned to match the spec of the real-life version.

"Entering the iPhone and iPad gaming app arena is an important step for Louisville Slugger TPX," says the 127-year-old brand’s president, Bill Clark.  "It will provide us a way to connect with existing and new customers to market and sell our products through the latest mobile gaming technologies."

"Gamification of the brand was the goal all along," said Matthew Segal, Director of Licensing and Business Development.  "This app will help grow brand awareness and Slugger’s presence in the ever-growing mobile market."

Louisville Slugger Home Run Challenge is a co-production by Louisville Slugger (slugger.com and on Twitter @sluggernation), mLamb Productions (mLambproductions.com and on Twitter @mobilelamb) and XMG Studio (xmg.com and on Twitter @xmgstudio).

About Louisville Slugger®
Louisville Slugger® is the Official Bat of Major League Baseball and is a name synonymous with America’s pastime.  Originating in 1884, Louisville Slugger bats graced the hands of the greatest players in baseball history, including Babe Ruth, Ted Williams, Joe DiMaggio, Stan Musial, Jackie Robinson and Hank Aaron, to name just a few.  Stars of today also swing Louisville Slugger bats, including Derek Jeter, Andre Ethier, Joey Votto and Dustin Pedroia.  Louisville Slugger also makes TPX® baseball equipment for college, high school and youth players, as well as TPS® equipment for slow-pitch and fastpitch softball players.  Louisville Slugger is a brand of the Hillerich & Bradsby Co., a fifth-generation family-owned business that also owns and operates Louisville Slugger Museum & Factory and makes PowerBilt® golf clubs and Bionic® Gloves for a variety of sports and hobbies.

About mLAMB Productions, Inc.
mLAMB Productions, Inc. is a development company that focuses on incorporating key licensing partners into mobile social gaming applications which allows for enhanced branding and marketing capabilities for integral brands. The company is headquartered in Toronto and has offices in Philadelphia.

About XMG Studio Inc.
XMG Studio is an award-winning developer of innovative mobile video games that deliver unique, entertaining, user experiences. Widely known as the fastest-growing mobile company in Canada, with over 11 million game downloads, XMG’s portfolio of games includes: Cows vs Aliens, Drag Racer, Inspector Gadget's MAD Dash, Style Studio: Fashion Designer, Little Metal Ball, Marine Sharpshooter, Cannon Cadets and Pandemica.

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