Partners with doublesix games to develop new skus and form partnerships with major IP licensors

The brand licensing division of 2waytraffic has today announced the creation of Who Wants To Be A Millionaire?: The Special Editions, an exclusive new range of co-branded, downloadable video games, which will launch on all major platforms. The new digital games will be based on the hit game show but will allow players to expand their experience with visual themes, question packs and trivia from other popular entertainment brands. To develop the new digital gaming skus, 2waytraffic has signed a licensing deal with award-winning games development studio doublesix games, who are developing and releasing the game in association with Deep Silver. Both 2waytraffic and doublesix games are looking for partnerships with major IP licensors and entertainment brands in the areas of film, music, TV, gaming, sports and more.

David Christopher, director of consumer products at 2waytraffic, said: “Who Wants To Be A Millionaire? has such a strong Q&A mechanic and is such an established and fun part of our culture it makes perfect sense to align the game with other key entertainment brands. This new partnership opportunity will offer other IP owners a range of really exciting co-branding and promotional experiences and the chance to reach the rapidly growing download gaming audience.”

doublesix studio head, James Brooksby, commented: “We are delighted to be working with 2waytraffic on the global phenomenon that is Who Wants To Be A Millionaire? The Special Editions will offer digital gaming consumers a huge range of unique branded questions and visual modifications, specific to the IPs in question. Imagine having your favourite sci-fi movie knowledge tested in a setting from the movie, with iconic characters for “Ask the Audience” and “Phone a Friend”, where the questions are asked by the movie’s hero and you can choose your contestants from some of your favourite good or bad guys from the film. This is the kind of immersive experience we are creating for fans of great films, TV series and entertainment IP. We already have a lot of interest in this co-branded publishing model, but are looking for more licensing partners that want to take advantage of this exciting multi-platform proposition over several years.”

Now celebrating its 12th year, Who Wants To Be A Millionaire? has been licensed or optioned by broadcasters in every major territory in the world.

Both 2waytraffic and doublesix will be attending Brand Licensing Europe, to be held at Olympia, September 28-30.