In a deal that won't make a lot of sense to anyone outside the UK but have the domestic audience licking its lips, Oxford developer Exient has signed up Pukka Pies for its X2 Football 2010 iPhone game.
Supplier of hot half-time snacks for many of the UK's football stadia, Pukka Pie's advertising will appear on in-game advertising hoardings, and there will also be the co-promotion of both brands across online presences, such as Facebook fan pages, the companies' websites and Pukka Pies' England Band microsite.
Steaming hot
"This deal is the first of several we have lined up for X2 Football 2010 and underlines the growing importance of brand extension in the modern gaming environment," said Exient's David Bancroft.
"Pukka Pies is delighted to be partnering with X2 Football 2010, as our hoardings and pies have become part of football fans' real match day experience. It's an interesting development to extend this into iPhone applications and gaming," commented pie man Peter Mayes.
Exient has previously signed similar commercial deals, having Papa John's as the brand for its Papa's Pizzeria iPhone game, which enabled UK players to get money off coupons for playing the game, as well as using the Papa John's menu in-game.
News
Contributing Editor
A Pocket Gamer co-founder, Jon is Contributing Editor at PG.biz which means he acts like a slightly confused uncle who's forgotten where he's left his glasses. As well as letters and cameras, he likes imaginary numbers and legumes.
Top Stories
News
May 31st, 2024
Week in Views - Squad Busters goes global, broken app stores, and Hill Climb Racing gets the LEGO treatment
News
May 31st, 2024
Mobile Movers: All the latest appointments and job moves from around the industry
Events
Indie Game Fest & Indie Campus 2024 | Europe | May 31st |
Indie Craft K-Game Festival 2024 | Europe | May 31st |
BostonFig Online 2024 | Jun 1st | |
GameSummit Summer 2024 | Jun 1st | |
Gotland Game Conference 2024 | Nordic | Jun 3rd |
Games Mental Health Summit 2024 | Europe | Jun 3rd |
Dev Play Conference 2024 | Europe | Jun 3rd |
Tribeca Games Festival 2024 | North America | Jun 5th |