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Welcome to the News desk. |
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ITV signs gaming deals for Simon Cowell's Red or Black? |
26/08/2011 |
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Mark Sweney |
ITV strikes deal
with gambling company Gamesys and social TV firm Monterosa for paid-for and
free games based on show
ITV
has signed deals with two companies to produce a range of free and paid-for
games based on Simon Cowell's new big-budget primetime show Red or Black?.
The show, which will be fronted by Anthony McPartlin and Declan
Donnelly, gives contestants the chance to win £1m on the spin of a wheel.
ITV has signed a deal with online gambling company Gamesys to produce a
series of four pay-to-play games based on the branding of the gameshow.
The games called Red or Black Slots, Red or Black Instant, Red
or Black Hi Lo and Red or Black Stacks will be available at
www.jackpotjoy.com.
The games will be promoted with a TV ad campaign
and will cost from 5p to 50p to play. They will not be made available through
ITV.com.
ITV and Cowell's Syco, which is co-producing the show,
initially tried to negotiate a deal with Camelot, which runs the National
Lottery, but failed to reach a deal.
The broadcaster has also struck a deal with
Monterosa, a company specialising in social TV, to create a play-along
experience to go with Red or Black?.
The free game, which will be made
available at ITV.com, will allow viewers to play along with contestants on the
show.
They will also be able to compete with Facebook friends.
"A primetime production of the scale of Red or Black? clearly has a
huge amount of potential off air," said Denise O'Donoghue, managing director of
ITV Studios UK. "Working with Syco we have been exploring the best
opportunities to fully exploit this fantastic programme idea."
An ITV
spokeswoman said: "It made commercial sense to license the brand to market
leaders, who run the UK's leading gaming website. ITV.com has strong plans to
support Red or Black?, which includes the play-along game."
Channel 4
has had huge success with online play-along games for its gameshow Million
Pound Drop.
Like Cowell's other ITV1 shows, The X Factor and Britain's
Got Talent, the production will be filmed in an arena in this case,
Wembley Arena. It airs from 3 September.
In June, ITV signed a
£1m deal with Domino's Pizza to sponsor Red or Black?. |
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