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iPhone game Papa’s Pizzeria, from X2 Games, now has a pizza redemption mechanic which is incorporated within the game. The new mechanic gives players the opportunity to redeem in-game codes for real world prizes when they place an order with Papa John’s Pizza, allowing consumers to not only create Papa John’s pizzas but enjoy the taste as well!
David Hawkins, X2 Games CEO, states: “It was very important to us that Papa’s Pizzeria delivered on the consumer experience people have come to expect when dealing with Papa Johns, and by having these real world redemption offers in the game we think we’ve achieved that. The idea of in-game currency isn’t new, but the chance to actually redeem against something tangible is certainly something different for the iPhone market, and offers a unique way for FMCG brands to interact with their consumer base”.
Andrew Gallagher, Senior Marketing Manager for Papa John’s GB Ltd, added: “A great customer experience is at the heart of what we do at Papa John’s Pizza. Now Papa’s Pizzeria gives us the opportunity to take the brand to a new audience of tech savvy iPhone consumers in a fun and rewarding way. By offering the redemption mechanic we are showing our commitment to this initiative with a view to looking at other innovative consumer facing promotions in the coming year.”
The redemption mechanic in the iPhone App works depending on the level you achieve within the game. From the off, the cost of the game (59p) is met by a discount off the first pizza order, with further free offers tied into the various levels.
- Level 3 – The player is eligible for a free side or dessert when any pizza from Papa John’s Pizza is ordered.
- Level 10 – The player is eligible for a free medium pizza when another Pizza from Papa John’s Pizza is purchased.
- Level 15 – The player is eligible for a £5 off voucher when a minimum spend of £25 is met.
- Level 20 – The player is eligible for a free medium pizza from Papa John’s Pizza.
I like iPhone gaming. I like Pizza. Simple equation: I get the App, I get Pizza! Yum 
Papa’s Pizzeria (£0.59) [iTunes link]
About The Author
Ben Robinson
Ben is a 10+ year veteran of the Mobile industry – starting his career when SMS was a still a relatively new concept for most people (!), he has now consulted on everything from bleeding-edge Mobile content, to the next-gen accessories you might view it on. As a result he has a broad and deep knowledge in numerous areas of Mobile – from network operators to device vendors, to infrastructure and middleware vendors (not to mention content delivery) – and has worked for companies in all of these areas! He is based in the UK, a hotbed of activity for mobile, and recently became a father for the second time – as oppose to in his younger years when he was happy spend time tweaking all manner of mobile devices to 'nth' degree, he now looks for services and hardware that provide the most efficient, compact, and reliable improvements to his already manic life! It’s his opinion that Mobile solutions should be there to help to make your life better – if a particular solution (be it service or device) isn’t doing this, he believes you need to ask the very important question of why you continue to use it... His focus at IntoMobile is mainly on Mobile content, services, and infrastructure, particularly as regards the UK market – and with the occasional look at devices. Additionally, using his extensive experience in the industry, he will provide commentary on the industry at large, with regular (and hopefully thought-provoking) articles.
