CAMPAIGN-I: BEHIND THE HYPE - ITV's top Millionaire game goes online. Take part in Who Wants to be a Millionaire? on the net although there's no money

ITV's spin-off of its prime gameshow brand Who Wants to be a

Millionaire?



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

interactivity.



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

and sweet.



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

brand.



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

prospects.



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