The BBC’s rug-cutting talent show Strictly Come Dancing has been turned into a free-to-play web game: Strictly Keep Dancing.
The idea: players pick a virtual partner from the US or UK versions of the show (the game is live in both countries - the show is called Dancing With The Stars in the US) and compete against friends and other fans for ballroom glory.
The interesting thing here: in the UK, the game isn’t launching alongside a series of the show. Instead, it’s plugging the gap between seasons.
“Helping Strictly fans who may be suffering from withdrawal symptoms when the show is off-air here in the UK is our goal here at BBC Worldwide,” says the Beeb’s Richar Halliwell.
“In addition to rolling out brand extensions such as cruises and an intimate live UK theatre show this summer, the Strictly Keep Dancing online game offers fans a really accessible and exciting way to interact with the brand during the dancing dry spell.”
The business model – besides driving viewers to the shows – is in-app purchases, with players able to buy virtual ‘cash’ and ‘coin’ for real money. Transactions run from £1 to £64. Also interesting: the game is launching on its own site, rather than within Facebook.