Mobile Game Dig That Gold and Louis Smith handed out real gold bars in London

Olympic medalist Louis Smith launches Dig That Gold in the streets of London with The Great Gold Hunt

Londoners have walked away with thousands of pounds of real 24k gold bars handed out by Louis Smith as part of a live treasure hunt #GreatGoldHunt

• 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
• To celebrate the launch, a live treasure hunt was held across London yesterday giving people the chance to win thousands of pounds of real gold bars by solving clues across Twitter, Facebook and Instagram (#GreatGoldHunt)
• 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
• Olympic medalist Louis Smith handed out real gold bars in one of many secret gold stops spread across London’s busiest locations yesterday
• 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 was yesterday transformed into an online virtual gold mine awarding successful winners real 24k gold bars from Olympic gymnast Louis Smith.

Kicking off at 7am yesterday at London Liverpool Street Station, The Great Gold Hunt was a social media treasure hunt, encouraging people to seek out the locations of secret gold stops spread across some of London’s busiest locations. Throughout the day, clues were 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 were greeted by the Dig That Gold team and awarded a real gold bar.

At the final gold stop at The Scoop, Olympic medalist Louis Smith handed out real 24k gold bars to the winners of The Great Gold Hunt.