Online game boosts real-time audience engagement

Pancentric Digital and Monterosa have developed an online game entitled the 'Million Pound Drop', which is helping Channel Four boost audience engagement with interactive television.

Viewers can pitch their wits against television contestants, playing along with the live shows via the broadcast-synchronised game.

Mirroring the main show, players of the online game are given a virtual GBP1m and must try to keep as much of their cash as possible as they tackle the same questions in real time as the television contestants.

Answers are made by placing a portion of their winnings over whichever trapdoor they believe holds the correct answer - a wrong answer will see the money swallowed through the trapdoor.

James Bruce, creative director at Pancentric Digital, said: 'Working closely with Channel Four and Endemol, we looked towards creative solutions that maximise audience participation and involvement.

'This cross-platform initiative means viewers are as much a part of the experience and can play along in real time to truly pitch their nerve against the contestants, resulting in a more profound level of engagement with the show,' he added.

Adding further engagement to the experience, the game show's host Davina McCall will discuss live on-air how well the players of the online game are doing compared with the television contestants.

To amplify the competition element, players that survive the online game with money still intact have the chance to feature on the 'survivors list'.

Social media channels Twitter and Facebook have been used to drive interest and registrations in becoming a contestant on the show.

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