Ant and Dec are hoping there will be no limit to the money-making ability of their hit game show after trademarking it.
The ITV presenters will now be able to bring out Limitless Win board and computer games, books, puzzles and a range of apps.
Their production firm Mitre Studios Ltd, based in Central London, lodged the papers with the Intellectual Prop-erty Office.
The application has been passed and the duo, who host several hit shows including I’m A Celebrity... Get Me Out Of Here!, now have legal protection for their hot property for 10 years.
The trademarks give them freedom to market the array of goods exclusively with the show’s name and branding.
They also prevent other firms cashing in on Limitless Win’s popularity. The ITV primetime hit pitches contestants in teams of two against each other answering general knowledge questions with numerical answers.
There is no limit to the cash prize, meaning contestants could walk aways with hundreds of thousands of pounds.
The second series starts on Saturday with a “little twist” to the previous format.
The biggest change is to the Take Two lifeline as Ant and Dec will now give contestants their own answer for a potential extra chance at winning.
Dec, 47, explained: “We reviewed everything from series one. We looked at Take Two, which lets you take two answers. The producers said that it could be really fun if the ladder took one answer from the contestants and one from us as the hosts.
“Our first reaction was, ‘No, no, absolutely not, that’s too much pressure.’
“But then we talked about it and thought, this could work! We tried it a few times, got our bravery up and said, ‘OK’.”
A spokesman for the duo said: “Ant and Dec’s Limitless Win will not be creating gambling machines, phone betting apps, lottery
scratch cards, bingo games or any gambling applications based on the programme.”
- Ant & Dec’s Limitless Win returns on Saturday at 8.30pm on ITV1 and ITVX.
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