It sounds to me like you are catering to his needs so much that he feels he is the pack leader. You definitely should not have bruises on you from his playing, he is playing too roughly with you then. I don't know about the chase game, especially for a dog who is feeling like he is the pack leader. It might just encourage and reinforce dominant behavior. Fetching games are good as long as he gives up the toy easily he is fetching, and I'd give him obedience commands in between and have him earn the throw. Of course no exercise is as good as a nice long daily walk, just playing in the house or yard will never expend enough.

After reading many books and watching a lot of Cesar Milan's show on Ntl Geographic, I really am convinced the majority of dog behavioral problems have to do with excess energy and confusing messages sent to them by our own behavior, putting them in a position of leadership without us really realizing we are doing so. This can cause anything from anxiety and fearfulness to aggression and acting out to just destructive, pushy behaviors. A dog with calm, assertive leadership, not aggressive leadership with punishment, but just calm and consistent, is a much calmer, happier, and well behaved dog.