The interactive and brand licensing division of Sony Pictures Television’s 2waytraffic has signed a multi-territory deal with GTECH, the world’s leading lottery company, to rollout a range of Who Wants To Be A Millionaire? and Who Wants To Be A Millionaire? Hot Seat instant win scratch card tickets, in conjunction with local lottery companies. GTECH has the exclusive worldwide Who Wants to be a Millionaire? and Who Wants To Be A Millionaire? Hot Seat licenses for the lottery category, excluding the US, Canada, Mexico, Brazil, Puerto Rico, Saipan, Bermuda, Japan and Sweden. The deal means lottery players and game show fans around the world will be able to experience the fun of Who Wants to be a Millionaire? and Who Wants To Be A Millionaire? Hot Seat in a different format and win large cash prizes – up to the coveted million!

A range of innovative and colourful design concepts have been created for the scratch cards which will be available in 2011.

David Christopher, director of consumer products at 2waytraffic, said: “Who Wants To Be A Millionaire? is one of the most successful game shows of all time. We are delighted to welcome G-TECH as our partner and licensee to make Who Wants To Be A Millionaire? lottery scratch cards available to consumers for the first time.”

Who Wants To Be A Millionaire? has sold in over 120 territories. The famous brand continues to be in demand from broadcasters, many of whom are buying the format to air in their markets for the very first time. 2010 saw Who Wants To Be A Millionaire? launch on Ecuavisa in Ecuador, on Canal Dos in El Salvador and in Sri Lanka on MTV Channel/Sirasa TV while a new version of the show launched on ITV1 in the UK for the very first time.

2waytraffic is also revitalizing the brand with new iterations of the show such as Who Wants To Be A Millionaire? Hot Seat which has become a ratings hit on Nine Network in Australia with over 400 episodes now recorded. Additionally, consumer products brand extensions for Who Wants To Be A Millionaire? include multi-territory deals for board games, console games, quiz books and interactive DVDs and a Java mobile game which was first launched in 2004.