As an aspiring 00 agent dismissed from MI6 for reckless brutality, the player is hired as an enforcer by Auric Goldfinger, the wealthy super-villain with a lust for all things gold. Goldfinger is locked in a ruthless war against his archenemy, the brilliant scientist Dr. No. The prize is control of the world's greatest criminal organization. A brutal encounter with Dr. No costs the player an eye, but Goldfinger's technicians replace it with a gold-hued, synthetic eye, earning the player the name 'GoldenEye'. Players have the ability to customize and upgrade their villain persona and wreak havoc as they make their unrelenting rise through the ranks.