Who Wants To Be A Millionaire

I helped the UK’s official Millionaire website reach which of these milestones?

A: 1.5m players
B: 30m game plays
C: Top industry award
D: All of the above

Adopting The Field of Dreams principle, I worked full-time with Celador, Carlton, ITV and Granada, to launch the British website of the world’s best-known gameshow, at a point when it dominated the schedules.

Key duties were to oversee design and integration, control content migration and editorial strategy, launch and moderate forums, and prepare a pay-per-play successor.

The interactive game – allowing online players to face questions used in the show – was the site’s main attraction, and everything focused on converting visitors into players.

The results were extraordinary:

• Winner, New Media Age Effectiveness Award
• Europe’s biggest online game in launch year, with 30m plays
• 23m impressions during first week
• 1.5m players registered in first year
• Chanelled traffic and strengthened ad revenue to itv.com
• Raced to profitability
• Pay-per-play game launched within six months