Co-op marketing activity will see X2 Games' latest iPhone title feature in-game elements from the UK's fastest growing pizza chain

Oxford, 12th January 2010 - X2 Games, the wholly owned publishing subsidiary of award-winning UK developer Exient Ltd, has today announced details of its strategic marketing partnership with Papa John’s Pizza.

The partnership will see the UK’s Pizza Delivery Chain of the Year promote X2 Games’ latest iPhone title, ‘Papa’s Pizzeria’ through a wide variety of activities including on-menu branding, direct mail sponsorship and giving the title prominence within the Papa John’s Pizza UK new web portal ‘Papa’s Lounge’. X2 Games will be promoting the Papa John’s brand in-game, through the use of the Papa John’s logo, pizza boxes, menus, pizza titles and ingredients that exactly match the Papa John’s experience. Gamers will be able to order pizza’s directly via an in-game link to Papa John’s iPhone centric ordering system.

“This is a perfect partnership that allows us to take the X2 brand, and the Papa’s Pizzeria iPhone title, out to a huge discerning audience” commented David Hawkins, Exient Managing Director, “Papa John’s Pizza is one of the most highly rated pizza franchises in the world with regards to quality of product, and we associate ourselves with that because X2 Games operates under the very same set of values – high quality games that players can appreciate and love. To be able to work with a company that appreciates quality and understand their market totally is refreshing and exciting.”

Andrew Gallagher, Papa John’s National Marketing Manager, said: “Papa John’s is established at the forefront of the pizza industry in terms of innovation, technological advancement, and using the web as a communication channel to reach customers. This strategic tie-in with X2 Games shows our commitment to technology and follows our recent launch of mobile web ordering and development of the www.papajohns.co.uk website.”

He continued “This partnership means we can take our core messages, such as 100% fresh dough and ‘Better Ingredients. Better Pizza’ out to a tech-savvy audience via very specific in-game branding. The iPhone platform is established, and is growing, so we feel that being able to work with X2 Games, a proven expert in this field, will benefit our business”

Having already notched up over 1.6 million downloads of their groundbreaking football title, X2 Football 2009, X2 Games next release, Papa’s Pizzeria, will be competitively priced at £0.59p and will be available for download from the iTunes App Store from later January 2010.