LCD handheld game, official or not?

I was wondering what your opinion is on this strange handheld LCD game:



Its label reads the Japanese name of Contra Advance GBA, titled Contra: Hard Spirits. As can be seen here:




I'm trying to find out if it's just a knock-off or a very obscure promotional item. What is even going on in the screen, there? This is owned by @difuno of this forum, who unfortunately has not logged in, in a year.

 

100% knock off. The fact that the case is ultra generic and that the picture comes from a Chinese site tells you it's not official.

 

Looks like a popstation. Burn it, burn it with fire

 

That clears it up, thanks for the info.
BTW, difuno originally posted this on the site that appears in the watermark!