25 MOBILE APPS Game Shows
but it’s still interactive, with audiences asking questions and engaging live with what is happening in a studio. “HQ Trivia created a lot of buzz and people got interested in creating something similar. The first idea was to do something for local markets, but now there are a lot of new ideas for other interactive formats, which borrow from HQ Trivia and similar services but now have new experiences around that.” MOBILE AMBITION Sandström anticipates more theme- orientated content in these live apps – pre-game sports trivia attached to a live sports experience, for example. “That doesn’t necessarily have to be a ten-question quiz, it could be a one- question quiz at break times between periods or sets. Or it could be just challenging your friends around the outcome of a certain match situation.” “The other thing that is going to happen is companies being a bit more ambitious with the production. A lot of the programmes that have attracted interest in the past 20 years have been trivia-like, but you haven’t had the live component. There’s a competition going on on-screen and you’re trying to keep up with them on your sofa. It could be existing brand names and shows that open up to interactivity or just people replicating that with a completely new experience and brand.” There are advantages to developing these interactive shows entirely in a mobile environment. This kind of low latency, live integration with an existing TV broadcaster adds another layer of complexity that makes it less viable – and more expensive.
In addition, explains Sandström, there is much more available tech savvy in the mobile space. “It’s simpler to do in mobile, but also a lot of these innovations and ideas in interactivity are not coming from traditional shows and the broadcast industry, but from an app or in the online start-up scene. I do think we’re going to see traditional broadcasters now launching interactive experiences. They hope they can reach the younger audience that they are not reaching with their current programming, and they have more money so they have more ambition about what they could do.” Primetime’s Borggård says that Net Insight’s input was essential to the company’s fast launch. “It was a way for us to get going faster. They are a pretty big company. When I contacted them they had no idea who I was, but from the first phone call they showed an interest. They acted like a small start-up.” Norway is Primetime’s fastest growing market right now – perhaps not surprising given the high priority the country gives to family cohesion. The productions are all done from one location in Sweden, with different studios for each version running in parallel. “There is a lot coming for us, but we haven’t exactly planned what yet,” says Borggård. “It’s interesting to see what a lot of our competitors are trying. We still have quite good numbers in all our countries. It will be interesting to see where it will leave us in a year or so.”
I DO THINK WE’RE GOING TO SEE TRADITIONAL BROADCASTERS NOWLAUNCHING
INTERACTIVE EXPERIENCES
LET ME ENTERTAIN (ALL OF) YOU Primetime’s Petter Borrgård is confident that his new quiz app holds multigenerational, long-term appeal
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