The Latest news for the marketing & media industries. <br> Explore the latest, and greatest, creative work from around the globe. <br> Providing great companies with the recognition they deserve. <br> Holding events to support, inform, challenge and advise. <br> Latest insights, case studies and news from agencies, tech vendors, freelancers and other organisations. <br> Search 2,345 jobs in marketing, advertising, creative and media. <br> Take a fresh approach to raising your profile with potential clients. <br> Features providing insights into the marketing industries. <br> Creating compelling content your customers will love. <br> The fastest way to find the right agency <br>Close Ad<br>TRENDING TODAY<br><br><a href="https://www.thedrum.com/topics/itv">ITV</a> is betting big on bringing gaming to live TV, investing £2.5m in game developer Live Tech Games. The firm’s co-founder, Nathan Moore, says accessible games with mass appeal can future proof TV audiences.<br>Moore tells The Drum that gaming has a key role to play in the future of TV. “It used to be really fun watching someone else on Who Wants to Be a Millionaire win the jackpot, but that’s not the case any more. People want to be involved and have an active participation and it’s a necessity that TV also comes into that position.”<br>Live Tech Games first tied with ITV to develop and run its first ever live game during an episode of daytime show This Morning. After a successful pilot of <a href="https://www.thedrum.com/news/2022/01/12/itv-push-the-boundaries-sponsorship-regulation">rock, paper, scissors</a>, ITV got serious about the concept and how it could find opportunities for a brand to come on board.<br>Moore says creating a game without barriers to entry was key to the pilot’s success. “The sort of people who are watching This Morning might not be willing to play these super complex games like Fortnite or have any understanding of the metaverse. TV is broadcast to the whole nation, you can’t stop it being seen – it’s made to be loved by everyone.”<br>According to Moore, the metaverse may have opened opportunities for broadcast, but it’s still too niche while TV is for the masses.<br>Launched with co-founder Samuel Worsley in 2019, Live Tech Games is in development with ITV to test new game formats as well as methods of embedding and commercial opportunities.<br>“We had said to our investors, ’wouldn’t it be amazing if in five years’ time our games could be played live on TV?’” jokes Moore. “We even had a picture of Ant and Dec on our deck slide.”<br>ITV has previously set out its ambition to add <a href="https://www.thedrum.com/news/2021/07/28/you-can-t-move-audiences-behind-itv-s-investment-the-metaverse-and-mobile-gaming">games into its schedule and ad breaks</a>, providing sponsorship opportunities for brands. The UK broadcaster has already made breakthroughs developing games around its IP including a <a href="https://www.thedrum.com/news/2020/07/28/what-itv-earned-gaming-when-love-island-production-was-cancelled">Love Island role play game</a> and a version of the <a href="https://www.thedrum.com/news/2021/12/08/itv-and-john-lewis-expand-i-m-celeb-fortnite-world">I’m a Celeb camp in Fortnite</a>. <br>Moore says that, since gaming is “extremely focused”, it can be a great engagement tool for an advertiser. “It’s not like TV where people are often on two devices ignoring adverts – when they are in a game they play and don’t do anything else.”<br>While gamification will never be a replacement for TV advertising, Moore believes it can be a positive addition to help brands connect deeper with consumers without the “traditional” ad that interrupts a viewer’s entertainment. “We are going to see a lot more IP being converted into short form games – just look at Netflix’s gameplay, and Disney is also entering the space.”<br>Moore says Live Tech Games is actively working with other global broadcasters to design new gaming formats that can be monetized through sponsorship. <br><span class="article__tagline">This article is about: </span> <span class="article__tags"><a href=http://www.thedrum.com/location/world class="js-ga_event_click" data-event-value="0" data-event-label="Tag">World</a>, <a href=http://www.thedrum.com/topics/future-tv class="js-ga_event_click" data-event-value="1" data-event-label="Tag">Future Of TV</a>, <a href=http://www.thedrum.com/topics/gaming class="js-ga_event_click" data-event-value="2" data-event-label="Tag">Gaming</a>, <a href=http://www.thedrum.com/topics/itv class="js-ga_event_click" data-event-value="3" data-event-label="Tag">ITV</a>, <a href=http://www.thedrum.com/topics/tv-marketing class="js-ga_event_click" data-event-value="4" data-event-label="Tag">TV Marketing</a>, <a href=http://www.thedrum.com/topics/metaverse class="js-ga_event_click" data-event-value="5" data-event-label="Tag">Metaverse</a>, <a href=http://www.thedrum.com/topics/future-media class="js-ga_event_click" data-event-value="6" data-event-label="Tag">Future Of Media</a>, <a href=http://www.thedrum.com/topics/advertising-media class="js-ga_event_click" data-event-value="7" data-event-label="Tag">Advertising & Media</a>, <a href=http://www.thedrum.com/media class="js-ga_event_click" data-event-value="8" data-event-label="Tag">Media</a></span><br> Choose from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creative. <br> Join hundreds of thousands of marketers in signing up for The Drum’s email briefings. Let our editors talk you through stories we know you’ll love. <br>© Carnyx Group Ltd 2022 | The Drum is a Registered Trademark and property of Carnyx Group Limited. All rights reserved.<br><br><a href="https://www.thedrum.com/news/2022/02/07/inside-itv-s-25m-investment-bring-tv-gaming-the-masses">source</a>
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