U.S. reaches out with cell phone game

From Charley Keyes
CNN

WASHINGTON (CNN) -- Who says diplomacy is always serious business? Sometimes it's a game.

The U.S. State Department says the game is intended to bridge cultures and break down barriers.

The latest U.S. attempt to win hearts and minds in the Middle East and Persian Gulf is a cell phone game called X-Life.

The State Department is spending $415,000 for the project, hoping it will help people improve their English skills and learn about the United States.

"It is just one small part of our outreach," said Tim Receveur of the State Department's Bureau of International Information Programs.

The free game rolled out last week and is starting slowly, with only 120 players so far.

"We've had Egypt, Saudi Arabia and Iran as our biggest customers so far," Receveur said. "We're starting to see it pick up."

Word is spreading through social networking sites such as Facebook and mySpace, and a formal publicity push may come later.

The goal is to have 10,000 people tapping away on X-Life in 12 months, says Ali Reza Manouchehri, CEO of the company that designed the game.

Cell phones are far more available than computers in the region. Eventually the game may be made available both online and by cell phone.

The State Department says the game was developed to bridge cultures, encourage exchanges and break down barriers.