Gameshow app, HQ Trivia, which was founded by former Vine co-founder Rus Yusupov and Colin Kroll and has gained millions of users since launching in August 2017, has announced its first brand partners, Nike and Warner Bros Studios.
The app, which hosts trivia-like shows twice-daily where users can compete to earn money, offers its Gen Z users the chance to participate in gamified experiences that brands are now beginning to leverage.
On Nike’s Air Max Day celebration on March 26, the sportswear brand teamed up with the gaming app to sponsor a surprise bonus round with a $100,000 grand prize. The game also gave away 100 limited edition Nike x HQ Trivia Air Max shoes to lucky participants.
Meanwhile, according to AdAge, the Warner Bros deal is worth $3m and is set to promote three films, starting with Steven Spielberg’s Ready Player One. Launching on Wednesday (March 28), the app will host a $250,000 game featuring questions related to the film.
By creating a 21st century version of traditional TV gameshows such as “Who Wants to be a Millionaire?”, HQ Trivia is playing on many aspects of how younger consumers engage digitally, such as constantly seeking new, one-off experiences that challenge them and give them a sense of having to ‘work for it’.
The app itself, however, only comes to life twice a day and for 13 minutes at a time, which is the length of a game show. It’s the perfect example of digestible yet scheduled programming – the opposite to the on-demand economy we’ll all become accustomed. It’s guaranteed at a specific moment in time, offering the same level of predictability that traditional TV used to. Shows are hosted live – often with guest hosts which have included Jimmy Kimmel – at 3pm and 9pm ET.
Prior to the sponsorship deals, its largest jackpot to date had been $50,000, and its record high for players in one game neared 2.2 million during this year’s 90th Academy Awards on March 4.