Postcode Loterij Miljoenenjacht

Nationale Postcode Loterij (NPL) is one of the official lotteries in The Netherlands, and a very active TV show partner. For years, Miljoenenjacht, produced by Endemol and broadcast by RTL, has been a staple in Dutch TV, a Sunday night blockbuster. In fact, Miljoenenjacht is the source of Deal or No Deal, which is a mini-game within the larger format. In May 2012 for the first time viewers could play online while watching the TV show & win: €1.250 or a bicycle.

Miljoenenjacht goes mobile

The Miljoenenjacht mobile second screen was created by Ex Machina for Nationale Postcode Loterij based on designs by Moblio. The TV production company is Endemol and RTL is the broadcaster. Both Android and iPhone apps were available and both were an instant success. During the show got to answer 5 questions as well as submit a slogan. The results were judged by NPL and a winner was drawn, before the show was over. The amount of participation was much higher than anyone expected and the call to action on TV by presenter Linda de Mol created unprecedented conversion to the Google Play and Apple app stores. In fact, during the day the app was not listed in the top downloaded apps yet before the show had ended it had reached #1 in the app store.

Facts & Figures

• Available during last two episodes of Spring 2012 season
• First second screen app to offer a cash prize to a winner
• Reached number 1 in the Apple App Store
• Available for Android and iOS
• More than 100K downloads