The Android mobile app for game-like "check-in" app Gowalla is right afar live, as Mashable remarkable over the weekend. Launching the initial non-iPhone app is an critical step for the start-up as it competes fiercely with multiform alternative location-based mobile companies that are all perplexing to mangle afar from the pack.Additionally, Gowalla is set to make known a partnership with the Travel Channel for the array "Food Wars," a opposition being show that pits chefs opposite one an additional in blind ambience tests. When a Gowalla user checks in to a "Food Wars"-featured restaurant, they"ll embrace Travel Channel-provided report about the eaterys purpose in the show, sponsored practical products (the Gowalla star is sparse with practical equipment that can be "picked up" and "dropped off" when checked in to opposite venues), and "passport stamps" associated to "Food Wars."The partnership is in line with Gowallas self-crafted picture as a transport and scrutiny guide in contrariety to the opposition Foursquare, that has focused on assembly up with friends and foe over "badges" warranted by checking in to opposite locations."We really similar to that pass metaphor," Gowalla CEO Josh Williams told CNET last week, observant that the companys celebration at the South by Southwest Interactive Festival (SXSWi) in the hometown of Austin, Texas, subsequent week will have an outlandish "tiki room" theme.Gowalla, that grew out of Facebook app growth association AlamoFire, lifted an $8.4 million Series B appropriation turn late last year. Its better-funded than Foursquare, and showed an early value in selling and design, but Foursquare has gotten a big pull from high-profile media partnerships: a understanding with TV channel Bravo led to an on-air blurb for the app, and grill guide Zagat has a sponsored Foursquare "badge" for users who check in to mixed Zagat-rated establishments.The Travel Channel understanding shows that Gowalla is going after the same sorts of partnerships to mangle in to the mainstream. The exhilarated foe in between these dual start-ups isnt negligence down anytime soon.
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