Ant and Dec have reportedly trademarked Limitless Win, which allows them to monetize their game show from board games, puzzles, apps, and books.
The TV presenters own production company Miter Studios Ltd and have “filed the papers with the Intellectual Property Office”, according to The Mirror.
This application means they have legal protection for their trademarked show for ten years.
Win, win! Ant and Dec have reportedly trademarked Limitless Win, which allows them to monetize their game show from board games, puzzles, apps, and books
A trademark allows Ant and Dec to monetize all merchandise and products that use Limitless Win in the name and/or branding.
This includes board games, puzzles, mobile and tablet apps, computer games and books.
Ant and Dec’s game show gives players the opportunity to compete for the largest cash prize in British history.
Each answer is a number, with the numerical answer also being the number of steps they can move up the ladder.
Cashing in: The TV presenters own production company Miter Studios Ltd and have ‘filed the papers with the Intellectual Property Office’, according to The Mirror.
After playing a quick round of questions, contestants build their lives, with each correct answer earning them five lives.
Players are allowed to give an answer that is below the correct answer, but not above, with contestants earning lifelines along the way, including odd or even, more than, or range.
Earlier last year, when her show first aired, Ant told The Mirror he feared they would bankrupt ITV with the limitless prize fund.
The dynamic duo say they completely reinvented the rulebook in creating the game show and it’s unlike any on TV.
Big Numbers: Ant and Dec’s game show gives players the chance to compete for the biggest cash prize in British history
Dec explained, “What’s great about this show is that the questions can’t really get any harder because the answer to every question is a number, with a lot of TV shows it gets harder the further you go.
“And I find as a spectator I can’t play anymore because I have no idea, but the thing about Limitless Win is that all the answers are numbers, so most of the time you’re good to hit them. You may not understand it exactly, but you may stay in the game.”
In the most recent episode, which aired on Christmas Day ahead of the new series’ January 7 launch, Rylan Clark held back tears after losing a staggering £250,000 to David Walliams.
‘We’re disappointed’: Rylan Clark held back tears after losing a whopping £250,000 with David Walliams at Ant and Dec’s Limitless Win on Monday
The 33-year-old presenter was “gutted” after taking on the never-ending ITV game with Britain’s Got Talent judge in hopes of winning money for his named charities.
Rylan and David started strong and made their way up, eventually surpassing the £250,000 mark which gave them a chance to hit half a million pounds.
However, after failing to secure what they earned, they decided to risk the £75,000 and they ran out of life leaving themselves with nothing.
The pair were asked “how many weeks does it take for a tadpole to turn into a frog” before discussing the question and pinning the answer just seconds later.
‘We did our best’: The presenter, 33, was ‘gutted’ after facing the endless ITV game with Britain’s Got Talent judge in hopes of raising money for his named charities
At the Christmas Day show, Rylan seemed to know right away it was wrong as he joked, “Is this the way out?”
Unfortunately the couple’s answer was wrong and too far off the number of lives they had left, meaning their £75k to £250k gamble had failed.
Both looked extremely devastated when the money was taken from them. However, Ant and Dec gave the couple a £1000 prize so their charities would not receive anything.
Rylan appeared on the verge of tears as he reflected on losing the money and wished it had “paid off.”
He said: “We’re so disappointed, so disappointed. We have done our best. It’s been incredible to progress and we’re just disappointed not to be able to take more home for the charities.
‘We should have cashed out’: The couple started off strong but after failing to secure what they deserved they decided to risk the £75,000 and ran out of life leaving them with nothing had more
‘We needed more lives’: Both looked extremely devastated when their money was taken away. However, Ant and Dec gave the couple a £1000 prize so their charities would not receive anything
“But they’re getting at least a little something, so we’re grateful, and if anything, we’ve at least raised awareness for them both.”
“Why would you play this game? Don’t ask this question unless you keep tadpoles at home.
“We needed more lives. We should have paid out.”
Rylan played for Chrons and Colitis UK in honor of his mother and David chose Alzheimers Research UK as a tribute to his late friend Dame Barbara Windsor.
“Why would you play this game?”: Rylan appeared on the verge of tears as he reflected on losing the money and wished it had “paid off”