|Virgin Media has launched a new interactive gaming channel, Challenge Jackpot, in collaboration with London-based Two Way Media Limited offering eight hours of live studio games each day.|
Challenge Jackpot features on Virgin Media cable and will also be available on Freeview and Sky via Virgin 1 and Bravo 2 simulcasts overnight with automated games including Get Set Roulette and Face Up Hold 'Em appearing when live programming is off the air. On cable, an interactive application developed by Two Way Media will enable viewers to play along with live programming or they may also participate on the channel's website at ChallengeJackpot.com.
'Challenge Jackpot is the first step in reinventing Challenge for the 21st Century,' said Jonathan Webb, Managing Director for Virgin Media Television.
'We want this new channel to continue the values of fun and excitement that have long been synonymous with Challenge but also to take the relationship with our viewers to the next level of interactivity.'
Virgin stated that Challenge Jackpot will soon be added to the Virgin EPG at channel 154 alongside Challenge and Challenge +1 but will not be avialable in Northern Ireland due to ‘regulatory and legal restrictions’.
Virgin is backing the new enterprise with a six million dollar launch campaign created by Publicis London featuring the strapline ‘your favourite place to play’. The launch adverts focus on the combination of television and interactive gaming that the new channel offers and will be seen through Virgin’s television channels including Virgin1, Bravo, Living and Challenge.
“Online gaming in the UK is evolving rapidly away from functional betting into a rounded entertainment experience,” said Neil Simpson, Chief Executive for Publicis.
“Publicis is delighted to be working with Two Way Gaming and Virgin Media Television on the creation of this multi-platform gaming brand.”