X2 and Papa John's serve up tasty combo with iPhone Papa's Pizzeria
And you can order in-game, too
It's generally reckoned that pizza and video games go together like... well, video games and pizza.
Of course, we don't recommend this directly in terms of iPhone gaming - not unless you really want to grease up your touchscreen - but the broad sentiment remains the same.
Which means the advertising hook up between UK developer Exient, via its X2 Games label, and pizza company Papa John's Pizza concerning X2's forthcoming iPhone pizza management game Papa's Pizzeria makes perfect cheese and tomato sense.
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.
In return, Papa John's Pizza will promote the game in terms of on-menu branding, direct mail sponsorship and giving the title prominence within the Papa John's Pizza UK web portal Papa's Lounge.
UK gamers will also be able to order pizza directly via an in-game link to Papa John's iPhone-centric ordering system.
Papa's Pizzeria is expected to be out on the App Store during January, priced 59p.