In anticipation of Shark Week 2012, Gameloft’s Shark Dash has just been updated with some “fintastic” new content.

If you’re not familiar with Shark Week, why? Just kidding. Really, though, where have you been these past 25 years? All right, kidding aside, Shark Week is Discovery Channel’s annual week-long telecast of programs dedicated to sharks.

This year’s Shark Week doesn’t start until Aug. 12, but Gameloft is already taking part in the celebration. For its part, the popular game publisher has partnered with WildAid and Discovery Channel to deliver the following message through Shark Dash:

Today, over 73 million sharks have been taken from the ocean to make shark fin products. As a result, a third of open-water shark species are now threatened with extinction. Some populations have declined by over 90%. Unless this dynamic is changed, many species will be extinct in just a few decades.

Since 1999, WildAid has been a world leader in shark protection, heading successful programs across the globe. To celebrate Shark Week, Gameloft, in partnership with Discovery Channel and WildAid, is releasing a special update for Shark Dash with a free “Fintastic” Sharkee upgrade, and is offering you the opportunity to contribute to the fight for shark conservation.

If you can’t see the video embedded above, please click here.

If you’re not familiar with Shark Dash, just watch the AppAdvice Daily episode above, in which Robyn describes Gameloft’s physics-based puzzle as a cross between Angry Birds and Where’s My Water? (Jump to the 1:47 mark for the Shark Dash segment.)

Aside from the Sharkee upgrade, the following changes are also brought about by the latest update to Shark Dash:

  • The unlimited elixir is now available!
  • New sparkling water effect
  • New Gameloft LIVE! access included
  • Improved font display on the new iPad
  • Adjustment of the difficulty in some levels

On top of all of these goodies, the price of Shark Dash has just been dropped from $0.99 to free. So, sink your teeth into Shark Dash now and get ready for another wet and wild Shark Week.