Zapakkids.com, which has been around for many weeks now, has now been officially launched using Bhootnath as a tie-up announcement. The site currently offers movie tickets and movie merchandise as prizes for hi-scorers of Bhoot Attack, a flash based game featuring Amitabh’s character shooting down ghosts of kids and balloons. It has also launched a Bhoothnath Game Pack Series containing four types of packs (Rs. 99, Rs. 149 and Rs.169) available through the Zapak card network consisting of 3500 outlets in 70 cities. The release has Sharma, COO, Zapak, stating kids aged 14 years and below constitute 25 percent of Zapak users. Interestingly Zapak has ventured offline with the gamepacks and the merchandise is a nice addition in a segment that till now only Turner has successfully in exploiting with its Pogo and CN brand of merchandise. Also noticed another property called Tiny TV has webisodes hosted by children. Good to see casual gaming going niche beyond the regular cricket and Bollywood themed properties.