Taiwanese smartphone maker HTC is partnering with the popular blockchain title CryptoKitties ahead of the launch of its blockchain smartphone “Exodus”, TechCrunch reported.

In May, the phone manufacturer announced that it is working on a new Android phone which will be powered by blockchain technology.

The company has been struggling to keep up with the tremendous competition currently seen in the mobile phone arena. Its headcount is down to less than 5,000 employees from 19,000 in 2013. Earlier this month, HTC announced the lay off 1,500 employees from its Taiwanese manufacturing division in line with its efforts to restore profitability, Endgadget reported.

However, HTC Exodus said (via its official Telegram channel) that the layoffs would not affect the blockchain smartphone project.

According to TechCrunch, HTC has revealed a few details on the project at RISE in Hong Kong this week. HTC's chief crypto officer Phil Chen said:

"In the new internet age, people are generally more conscious about their data. This is a perfect opportunity to empower the user to start owning their digital identity. The Exodus is a great place to start because the phone is the most personal device, and it is also the place where all your data originates from. I'm excited about the opportunity it brings to decentralize the internet and reshape it for the modern user."

Chen told The Verge that the phone is expected to launch around the end of 2018, adding that the company expects to make a price announcement by the end of third quarter. He also said that Exodus would be “comparable” to Finney, created by Sirin Labs. When asked about global availability, Chen said, “I want to say it will be available definitely everywhere outside of China.”

The partnership with CryptoKitties will see the game “available on a small selection of the company’s handsets starting with the U12+.”

“This is a significant first step in creating a platform and distribution channel for creatives who make unique digital goods,” the company said in its official release. “Mobile is the most prevalent device in the history of humankind and for digital assets and dapps [decentralized apps] to reach their potential, mobile will need to be the main point of distribution. The partnership with Cryptokitties is the beginning of a non fungible, collectible marketplace and crypto gaming app store.”

HTC said that partnership underscores the beginning of a “platform and distribution channel for creatives who make unique digital goods.” It is trying to reintroduce the concept of scarcity through these dapps and would also be collaborating with Bitmark on these lines.