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Running alongside the 9th series of ITV's top-rating show which started on Sunday 15th November, players can test their mettle - and their stomachs - in four Bushtucker Trials up against the clock to compete for the title of King or Queen of the Jungle:
1. Whip up delightful (or is that disgusting?) dishes in the Jungle Kitchen using eyes, grubs, insects and other “local” ingredients.
2. Outwit the crocs, snakes and piranhas to cross Crocodile Creek unscathed.
3. Hold your nerve in the Terror Tank – get a question wrong and get a load of bugs for company.
4. Race the seriously scuttling (and rather large) spiders to the top of the tree in King of the Swingers.
Upon completing the game, fans can log their score on the leaderboard or share and tweet scores via Facebook and Twitter.
Kate Bradshaw, Deputy MD & Head of Online Commissioning, ITV.com says: “We know our users like to interact and have fun with the content and characters of shows such as ‘I’m A Celebrity’, and this game is yet another way to allow fans to fully engage with all the action from this year’s celebrity jungle residents.”
Patricia Wagstaff, Director of Digital Production at ITV Studios Digital Productions, says: “Our goal with this release was to create a game experience for ‘I’m a Celebrity’ that’s fun, monetisable and evergreen, and provides fans with an engaging way to continue to interact with the brand even after transmission. Matmi has done an outstanding job of delivering an 'I'm a Celebrity' jungle experience that we expect to deliver on this vision.”
Jeff Coghlan, founder and Managing Director at Matmi, says: “The trend towards online viewing is gathering speed rapidly and it's fascinating to tap into that with a high rating show like 'I'm A Celebrity'. The game faithfully recreates typical contestants, the challenge of the Bushtucker Trials and the jungle environment. We expect the 'I'm A Celebrity' game to attract a significant number of fans and online gamers, and bring a popular new dimension to the show's 9th series.”
For more information:
David Reiss, ITV Studios Press Office, 020 715 7 6186
Caroline Cook, Corporate Communications Manager, ITV, 020 715 7 3709
Jeff Coghlan, founder & MD, Matmi New Media Designs, 07921 620499 / jeff[.]matmi.com
About ITV Studios
ITV Studios is one of Europe’s leading commercial production companies, producing more than 2000 hours of original programming each year, including some of the most popular shows on UK television, such as Coronation Street, Emmerdale, I’m a Celebrity and Dancing On Ice. ITV also produces programming for other broadcasters, such as The Street for the BBC and Countdown and Come Dine with Me for Channel 4. Outside the UK, ITV has had considerable success producing international versions of hit formats, including Hell’s Kitchen in the US, Dancing On Ice in Australia, and local versions of I’m A Celebrity and Come Dine with Me in Germany.
About ITV.com
Online, ITV is focused on delivering engaging experiences via video, interactive games and features plus exclusive content and more across a range of digital platforms. ITV.com also supports ITV Player, which allows users to access catch-up video from the best ITV programmes. All supported by advertising, ITV.com has enjoyed very strong rates of growth with monthly unique users averaging 8.7 million in the first half of 2009. In May unique users reached a record 12.8 million and the site was ranked by Nielsen as the UK's 8th most popular entertainment site. Video views increased rapidly across 2009, with 116 million video views served in total in the first half of the year.
About Matmi
Since 2001, the digital gurus at Matmi have pushed the boundaries to encourage brands to engage directly with consumers online. Its interactive branded entertainment has worked magic for the likes of Comic Relief, EMI (Lily Allen, Iron Maiden), ITV, Universal Music and Vimto.
Matmi’s work has won recognition from the BIMAs, the Chip Shop Awards, DADI Awards, Green Awards, Eurobest and the Golden Awards of Montreux amongst others. Its first foray into mobile gaming, the iPhone game “Monster Pinball”, won the Gold Award for Best Mobile Game at the Roses Design Awards 2009 and is short listed for the 2009 BIMA Awards announced on Thursday 19th November.
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penny[.]matmi.com 
