Loose Women marks 20th anniversary with mobile game

Free-to-play word game is aimed at the ITV daytime show’s main audience, offering casual entertainment and chance to win real-life goodies

Written by Rhys Thomas

Posted 24.10.2019 | Gaming

Loose Women marks 20th anniversary with mobile game thumbnail

The outspoken Loose Women have broken free from the ITV studio and on to mobile phones in a new word game.

Twenty years since first hitting screens in 1999, the Loose Women Word game gives viewers a new way to enjoy their favourite daytime chat show hosts.

The game is free to download and offers hours of fun with hundreds of challenging word puzzles.

The game is aimed at the show’s primary audience who are described as enjoying ‘a sense of fun combined with intelligent, topical and entertaining discussion’.

Players can earn points towards real-life prizes

Neil Bowler, ITV Commercial Development Manager says: “Mobile gaming is a growing part of our More than TV strategy.

“We know that the Loose Women audience like to play casual mobile games and that they love to be rewarded. Pointvoucher Studio has created a lovely game experience that also brings more to the Loose Women audience in the form of real-life rewards.”

Pointvoucher Studio, a developer that specialises in extending entertainment brands into mobile experiences, made the Loose Women game. Nicolai Elmqvist, the studio’s CEO, says: “More and more globally loved entertainment brands are extending their connection with their audiences via mobile games. 

"ITV is brilliant at this – the Love Island Game has performed beyond expectation and we predict that the Loose Women game will be as popular with the incredibly loyal Loose Women audience.”

ITV is supporting the game’s launch with a TV ad and a programme of digital support across its owned channels.


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