The next time you walk into a pizza joint don't be surprised if you see 'ZaPizza' on the menu.

Reliance ADA group's gaming entertainment company Zapak Digital Entertainment has launched this unique initiative in partnership with the Domino's chain to popularise gaming as a concept and drive their customers to their portal Zapak.com.

"Domino's Pizza was a brand fit for our gaming portal. We want our target group to experience the games on the portal. Therefore, ZaPizza is an experiential marketing to give people a feel of the brand," said Arun Mehra, chief marketing, Zapak Digital Entertainment.

Every Domino's Pizza customer who opts for the combination meal receives a complimentary Zapak Gaming CD (worth Rs 450) with pre-loaded games. In addition, consumers will also receive a scratch card that entitles them win goodies at the gaming portal.

While Zapak claims to have witnessed an upward trend in the number of pageviews on the site, Domino's too has been able to increase its customer base by five per cent. "This alliance is more rewarding for our existing customers," said Dev Amritesh, chief of marketing, Domino's Pizza India.

The pizza joint has sold around 40,000 ZaPizza combos across 31 outlets in the past two weeks since the offer was launched. The chain estimates another 40,000 ZaPizza combos to be sold when the offer ends later this month. Zapak is in talks with travel portal Makemytrip.com for one such alliance.