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ITV Studios and Loose Women: “Mobile gaming core to ‘more than TV strategy'”

Mobile gaming has been highlighted as a key part of ITV Studios Global Entertainment’s ‘more than TV strategy,’ – the company’s mission to build licensing programmes out of some of its most popular programmes.

The latest of its TV properties to undergo a translation into mobile gaming, is Loose Women, the studio’s award-winning daytime show. The app game has been developed as Loose Women celebrates its 20th anniversary this autumn. It now joins ITV’s Love Island within the ITV mobile game portfolio.

The Loose Women word wheel puzzle game is live and free for viewers to download and offers hundreds of challenging word puzzles. ITV is supporting the game’s launch with a TV ad airing from the October 21, and a programme of digital support across its owned channels.

According to ITV and the app game’s developers, Pointvoucher Studio, the Loose Women Words game fits with the flagship show’s audience who enjoy a sense of fun combined with intelligent, topical and entertaining discussion.

Pointvoucher Studio specialises in working with popular entertainment brands to create their own mobile game experiences.

Neil Bowler, ITV commercial development manager, said: “Mobile gaming is a growing part of our More than TV strategy. We know that the Loose Women audience like to play casual and hyper casual mobile games and that they love to be rewarded.

“Pointvoucher Studio has created a lovely game experience that also brings more to the Loose Women audience in the form of real-life rewards.”

ITV has already seen a lot of success with its mobile apps and games that connect audiences with the programmes that they love on a deeper and more personal level. A recent example of this is the  Love Island game which continues to enjoy great success this year.

Nicolai Elmqvist, CEO of Pointvoucher Studio, added: “More and more globally loved entertainment brands are extending their connection with their audiences via mobile games. ITV is brilliant at this – the Love Island Game has performed beyond expectation and we predict that the Loose Women game will be as popular with the incredibly loyal Loose Women audience.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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