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Player X heads back into the jungle with ITV

Latest 'I'm a Celebrity...' mobile game announced

Global publisher and distributor of mobile games and content, Player X, has announced the release of the latest mobile phone game based on ITV's reality television show, I'm a Celebrity... Get Me Out of Here.

Launched in conjunction with the current, fifth series of the popular television show, which began airing on November 20th, the mobile game is available on multiple handsets and can be downloaded from UK operators Orange, O2 and T-Mobile. The game will be available throughout the two week show and will continue to be available after the end of the current series.

Player X published the mobile game for the last series of the show, drawing on the infamous 'Bushtucker Trials' to create a series of short, fun-filled challenges for mobile gamers. The trials typically involve celebrities dashing through bugs, snakes and an assortment of indigenous creepy-crawlies, collecting start tokens which can be redeemed for daily meals. The latest version has been graphically enhanced, and features audio for the first time, making it the perfect accompaniment for the legions of fans of the show.

Tony Pearce, Player X CEO commented: "We loved being involved in this show last year and it's great to be working with ITV again. The mobile game was very successful in 2004 and we're convinced it will be even more popular this year."

"We're 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," added Katrina Moran, ITV Productions' executive producer for interactive.

Since its establishment in 2004, Player X has successfully published numerous leading games and an extensive portfolio of mobile content using the largest mobile operators in the industry. Specialising in the publishing and distribution of mobile games and video content through global operators, retailers, internet portals and handset manufacturers, Player X currently has more than 70 distribution deals with global operators, reaching a potential audience of 400 million people.

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