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Player X plays mobile games with Im A Celebrity

22 November 2005

As if interactive mobile-only content wasnt enough to get wireless users hooked on Im A Celeb, now ITV has teamed up with mobile games and video publisher Player X to distribute a mobile game based on the hugely popular reality TV show.

Player X published the mobile game for the fourth series in 2004, and this years game has updated graphics and features audio for the first time. The game recreates the theme of the show's Bushtucker Trials, where celebrities go through a series of challenges to win their food for the day by dashing for star tokens while avoiding grubs, beetles and creepy crawlies.

The game became available on all key handsets when the show began on Sunday 20 November and can be downloaded from UK operators Orange, O2 and T-Mobile. The game will continue to be available with these operators after the TV series has finished.

"Were focused on maximising value for our content through new media platforms. Wireless forms a crucial part of this strategy and we see mobile gaming as a potentially lucrative way of extending our brands and developing direct relationships with our consumers," says Katrina Moran, Executive Producer Interactive, ITV Productions.