Cartoon Network EMEA’s Gumball VIP App To Rollout Internationally
Cartoon Network EMEA’s (Europe, Middle East Africa) The Amazing World of Gumball episode audio detection and quiz app – Gumball VIP is now having an international rollout after a successful trial on Cartoon Network UK during October half-term last year. The Gumball VIP mobile app (developed for Android and iOS) will now rollout to 10 different markets all over the world over the next six months including Italy (Cartoon Network Italy), The Philippines and Singapore (Cartoon Network Southeast Asia) by the end of 2018, followed by Australia and New Zealand (Cartoon Network Australia), Poland (Cartoon Network Poland), Romania (Cartoon Network Central Eastern Europe), Spain (Boing Spain), France (Cartoon Network France) and also a second rollout in the UK (Cartoon Network UK) in the first quarter of 2019.
The Gumball VIP app makes use of audio recognition technology, the app detects the episode of The Amazing World of Gumball the viewer is currently watching. After the app has successfully detected the episode, the app will then fetch questions relating to the episode to test the viewer’s knowledge, each question appears on the viewers phone at different points in the episode through the use of audio triggers. The app features licensed audio recognition technology from Austrian based start-up Tonio.
By answering questions correctly viewers are awarded stars, which can then unlock trophies. Last year, during Cartoon Network UK’s app experiment viewers could receive special codes to access digital prizes on the website and also had an opportunity to enter a prize draw competition. The app experiment has shown an interest in dual-screen interactivity as viewing ratings were increased by 44%.
Commenting on the successful Gumball VIP app, Patricia Hidalgo, Chief Content Officer, Turner EMEA & International Kids Strategy said: “Linear TV remains a key medium for kids, but what we need to do is ensure that it remains relevant in today’s world where there is a big shift in how our fans watch and engage with our content. Using this innovative technology allows us to do just that, by digitising the linear TV viewing experience and adding that all-important element of interactivity.”