Allied Domecq sets up interactive pub-based entertainment network

Allied Domecq Inns is launching an interactive entertainment network involving a fantasy football game sponsored by Carlsberg lager.

The game, Fantasy Park, has been developed by interactive media agency CHBi. It enables customers to play fantasy football using a touchscreen linked to an interactive network, initially involving ten pubs connected via ISDN lines.

Players use Adlink smart cards which are available from behind the bar and can be credited for cash. They open a personal account within the system to pay for participation and have the option to cash in remaining credits.

As well as the fantasy football league, Fantasy Park also comprises a news and views section and on-line magazine featuring results, reports and customer feedback.

“Fantasy Park is the first game to be created for the network, others will follow,” says CHBi board director Mike Beeston.

Terminals are housed in kiosks situated in each pub. The game offers participants the chance to compete against other players in their own pub or other pubs in three leagues. A selection of prizes is offered.

The game will be tested until Christmas.

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