Japanese Reeling in Fish On Their Mobiles

This is absurd, completely, but if you can look past it, there's a killer idea here. First, let me lay this out for you. There's a new fishing game going around western Japan that allows mobile phone gamers to boat around and catch fish. Sounds interesting, but what's special? The fact that the developer has teamed up with a local fish wholesaler who is offering to deliver real fish to the champions of the game.