ITV's spin-off of its prime gameshow brand Who Wants to be a
on the web is its first games launch online and what better brand to do
it with? The site launched at the beginning of April, and is located on
ITV's site www.itv.co.uk.
Site characteristics The site is cleverly designed in the same format as
that of the television game, and is perfectly suited to
After registering, players can choose to play any game, or they can pick
from games that were broadcast on certain dates.
The gameplay is accompanied by the same soundtrack 'as heard on TV', and
is interspersed with full-page animated internet ads which play after
every ten questions. This sort of advertising is something of a new idea
in interactive gaming, but they are slightly misleading as a player
might think the game is over. However, it soon becomes clear that it is
just a commercial break and the ads are well designed as well as short
For the moment there's no prize to be won on the internet game - it is
purely for entertainment. ITV is planning to launch a selection of games
in the future that will have prize elements, as well as a version of Who
Wants to be a Millionaire? that will allow players to compete with TV
contestants as well as up to nine other web competitors.
According to ITV, Who Wants to be a Millionaire? has notched up more
than 45 million page impressions since its launch in April, with an
average of more than 2.7 million a day. The online game has recorded
more than 310,000 registered users.
Funding Who Wants to be a Millionaire? is an ITV-owned programme
The site was created by Carlton Interactive and Granada Broadband, and
the online advertising is dealt with by Carlton Hyperactive, the
company's internet sales house.
Marketing The launch of the game was accompanied by a PR campaign. ITV
is currently negotiating with one of the major internet portals to
secure a partnership that will increase traffic to the site.
THE YEAR AHEAD
The future looks bright. The combination of such a strong brand and a
simple interactive interface makes this game a sure winner. - Excellent