Million 2-1 Launches UK’s First Live Nationwide SMS Game-show Across the UTV Radio Network
Million 2-1 one of the UK’s leading interactive competition, lottery and games company, has announced the launch of the UK’s first live SMS quiz-based game-show called Money On Your Mobile.
The show will be available to players across the UK as networked programming content via 15 of UTV’s local radio stations including: Signal One and Peak FM The show offers listeners to each radio station the opportunity to win the £1,000 daily jackpot, from 10 PM -1 AM on Saturday and 10 PM - 12 midnight on Sundays.
Initial trials have proven to be very popular with UTV listeners. Over the past four weeks 87 cash prizes have been given out, with the volume of responses spiking when the quiz questions are focused on music. Under the terms of the deal Million 2-1 will provide a full-service to UTV, from developing the game concept for the show through to its live on-air execution. The company has also developed editorial scripts for presenters, provided its SMS technology platform to process quiz responses in real-time, its automated CRM tools to generate repeat play and all prize sourcing and fulfillment.
This is the first of Million-2-1’s new game formats to launch under the recent Gambling Act (effective September 1, 2007). Under the terms of the Act, there are strict guidelines on what constitutes games of skill and games of chance, the latter requiring a UK lottery license.
John Dash, UTV ILR programme director said: “Creating a quiz show using mobile and SMS as the interactive response element works fantastically well because it harnesses the convenience of mobile and marries it to the ubiquity of radio. “Million 2-1 implicitly understands this dynamic and has provided UTV with a great opportunity to reach out to our listeners, provide them with a positive interactive experience whilst at the same time delivering premium rate profits.”
Scott Davies, director, Million 2-1 said: “The Gambling Act is very clear on how it defines games of skill and games of chance and moving forward, this will change the ways in which gaming formats are created and executed. “Savvy media companies like UTV increasingly see the value in partnering with service providers that can take a total approach to interaction, quizzes and games so that all their creative, technology and compliance needs can be dealt with by one single agency.”
Million 2-1 recently launched its seven point guide to the Gambling Act, offering media companies, service providers and brands practical information on how the Act affects the premium rate service industry and gives pointers on how to develop new, more profitable, game and quiz formats that have compliance at the core. To download the guide for free go to: http://www.million21.com/ga2005complianceandopportunities/ |