Gold and Louis Smith hand out real gold bars in London

Gold mining game Dig That Gold launches today with The Great Gold Hunt (#GreatGoldHunt), a live treasure hunt where Londoners will walk away with thousands of pounds of real 24k gold bars, handed out by Louis Smith

• Launched by London-based mobile game studio Project M, Dig That Gold is the first mobile game of its kind to award players real 24k gold bars for their in-game achievements
• New research – commissioned by Project M – reveals that UK mobile gamers spend on average £4 a week on in-app purchases – equating to over £4.27 billion spent by UK mobile gamers nationwide every year
• To celebrate the launch, a live treasure hunt is being held across London today giving people the chance to win thousands of pounds of real gold bars by solving clues across Twitter, Facebook and Instagram (#GreatGoldHunt)
• Olympic medalist Louis Smith will be handing out real gold bars in one of many secret gold stop locations spread across London
• In the beta phase of Dig That Gold, over 300 players have already received a bar of real 24k gold
• Of the players who have redeemed real 24k gold bars already, 97% have done so without paying a penny on in-app purchases
• Project M research also reveals that 64% of UK people aged between 18 and 34 play mobile games, 44% of which make in-app purchases averaging £6 a week.                                                                                                           

The Great Gold Hunt Launch

To celebrate the launch of Project M’s new mobile game Dig That Gold, London has today been transformed into an online virtual gold mine awarding successful winners real 24k gold bars from Olympic gymnast Louis Smith.

Kicking off today at 7am, The Great Gold Hunt is a social media treasure hunt – encouraging people to seek out the locations of secret gold stops spread across London. Throughout today, clues are being posted on the Dig That Gold Twitter, Facebook and Instagram accounts hinting at the location of these central London gold stops (#GreatGoldHunt). The first people to solve these clues and arrive at a gold stop will be greeted by the Dig That Gold team and awarded a real gold bar.

At the final gold stop, Olympic medalist Louis Smith will be handing out real 24k gold bars to the winners of The Great Gold Hunt.