Pay-To-Play 'I'm A Celebrity' Game Launched

ITV Studios Digital Productions has announced that interactive games for I'm A Celebrity... Get Me Out of Here! have been released on Sky and Virgin Media's interactive red-button platforms.
The games will offer a free point of entry followed by a pay-to-play option for higher level playing.
Patricia Wagstaff, Director of Digital Productions at ITV Studios, said: "We're incredibly excited about the launch of these pay-to-play branded games for I'm A Celebrity. These are the first in a portfolio of interactive games from ITV Studios planned for the Sky and Virgin platforms and I'm confident they will delight their many subscribers."
Wagstaff added: "These types of branded games are core to ITV Studios Digital Productions' strategy, creating an interactive and engaging experience for the consumer that goes beyond linear viewing, whilst continuing to grow new revenue opportunities. These games also provide us with valuable experience in delivering interactive for-pay content around our programmes and will play a key role in our IPTV proposition in the future."
I'm A Celebrity... Get Me Out of Here! stars ten celebrities who swap their lavish lifestyles for the challenge of surviving in one of the world's most inhospitable jungles. The series is broadcast live on ITV1 in primetime and the red-button gaming activities will launch around initial transmission.
Sky subscribers will access the I'm A Celebrity... Get Me Out of Here! Jungle Dash game via Sky Interactive, which has been designed by Sky's dedicated in-house interactive team. The game is set in-camp and players will navigate programme-themed obstacles to collect gold stars but avoid various jungle hazards and critters. However, there are also objects worth landing on; jump on the bush toilet and the player is teleported within the level!
Dan Chronnell, General Manager, Sky Games at Sky said: "Since becoming the UK's first fully digital platform, we've continued to pioneer interactivity through the red button. Each year we see well over 90% of Sky's 9.5 million homes press red, to enhance their viewing experience. Games are a fundamental element of our interactive offering and we're delighted to be able to offer our customers this innovative new game."
Virgin Media households will be able to play their own game created by Two Way Media. The aim of this game is to unscramble the photo on screen by swapping the pieces around in the quickest time and using the least moves. Housed in a jungle background and using photos of iconic moments from past shows and the 2009 series, these classic sights from the jungle will be instantly recognisable celebrity highlights.
James Turner, Chief Executive at Two Way Media, said: "We know the value that recognised television brands bring to casual games. We selected the 'Puzzled' game for 'I'm A Celebrity... Get Me Out of Here! to exploit the great library of memorable jungle scenes that we know Virgin Media players will love to recreate."
Additionally to the exclusive Sky Interactive and Virgin Media games, ITV1 digital viewers will be able to access exclusive opinion, commentary, reaction, competitions and alternative ways of interpreting the past 24 hours of I'm A Celebrity... Get Me Out of Here! via the red button service.
(KMcA/BMcC)