Interactive gaming became the new standard when Virgin Media and Two Way Media Limited offered their collaborative efforts to the public. Virgin Media cable will broadcast eight hours of live studio games every day with simulcast on Freeview and Sky via Virgin 1 and Bravo 2. Automated games Get Set Roulette and Face Up Hold 'Em broadcasting when live programming is not available. An interactive application which was developed by Two Way Media enables viewers to play along with the live programming and is available on Virgin Media cable, viewers can also participate by visiting the channel's website, ChallengeJackpot.com.
Managing Director of Virgin Media Television, Jonathan Webb said that making gaming interactive with Challenge Jackpot is only the first step in the reinvention of Challenge and in keeping pace with the 21st Century.
Challenge has always been about fun and excitement but its producers now want to create a more interactive relationship with the viewers, making them part of the fun.
Unfortunately for viewers in Northern Ireland, they will not be part of the interactive gaming as Challenge Jackpot will not be added to their bouquet due to 'regulatory and legal restrictions' although viewers of Virgin EPG can soon see it at channel 154 next to Challenge and Challenge +1, Virgin announced.
A six million dollar launch campaign with the slogan 'Your favourite place to play' was created by Publicis. The focus of the advert is on the combination of telelvision and interative gaming and will be screened on Virgin's television channels. Neil Simpson, Chief Executive for Publicis stated that Publicis is delighted to be working on this launch. Online gaming has moved away from functional betting and has become a more rounded entertainment experience.
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