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The Million Pound Drop

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Channel 4’s most successful entertainment format since Big Brother spawned one of the most successful second screen games of all time.

Client:
Endemol UK
Broadcaster:
Channel 4
Genre:
Entertainment

The Million Pound Drop for web and mobile is among the most successful real-time second screen games ever made, with multiple awards including a BAFTA to its name. It attracts up to 12.5% of the audience to play along on their phones, tablets and laptops, feeding live statistics back to the show through graphics and teleprompter. Download the case study here.
  • Over 2.7 million iOS and Android app downloads
  • 10% pay for premium game
  • BAFTA and 10 more awards

Their software is flexible enough to cope with the demands of a live TV show, turning stats around rapidly, which are fed straight back into the broadcast.
Jody Smith
Multiplatform Commissioning Editor, Comedy & Entertainment, Channel 4

How It Works

At the start of the show, the TV audience at home are encouraged to play along by host Davina McCall. All they have to do is hit the Channel 4 website or download the app on their iOS or Android device.

From the comfort of their sofas, the audience can experience the show as if they were a contestant, by answering questions in sync with the show. If they want to be contestants on the show itself, playing along will give them exclusive access to the application process.

Live On-screen Graphics

Performance statistics are created by LViS on-the-fly and fed back into the show through graphics such as “Women are currently beating the men”, or “65% of people just got the last question wrong”.

During live shows, they're read out by the presenter. For taped shows, stats are fed into on-screen graphics.

Revenue Generation

The Million Pound Drop Play-Along was chosen as the flagship product to drive Channel 4’s new user identity service powered by Janrain. Players created a Channel 4 Registration account, with optional social linking, and through this we drove massive levels of registration and identity which delivers direct value through targeting of pre-roll ads and cross-promotion of TV content.

To date, the app has over 2.7 million downloads. While the play-along version is free, revenue is generated through a paid “unlock” which provides a 24/7 play-anytime mode of the game. Super-fans can buy extra question packs for a range of categories with new ones regularly released

Desktop Screenshots
How we got involved

Due to our rich TV experience, robust and scalable platform, Monterosa were asked by Endemol and Channel 4 to help concept the game and its integration into the TV show, while the show was still in development.

We then built a series of second screen game products on multiple platforms and have continuously provided rock solid infrastructure and TV production support.

Right from the start, The Million Pound Drop format was developed as a second screen experience, with the pacing, presenter calls to action, online player shout-outs and user stats placed right at the heart of the broadcast proposition.

Integrations

The app communicates with ten different services:

  • Monterosa LViS (real-time platform)
  • Janrain (identity / registration)
  • Facebook
  • Twitter
  • Amazon Billing
  • iOS Billing
  • Omniture
  • Kissmetrics (tracking)
  • Millenial (ads)
  • Urban Airship (push notificaitons)

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