Ant and Dec 'trademark Limitless Win' game show to cash in on products

Ant and Dec ‘trademark Limitless Win’ game show giving them freedom to cash in on themed ‘board games, puzzles, apps and books’ for 10 years

Ant and Dec have reportedly trademarked Limitless Win which leaves them able to cash in on board games, puzzles, apps and books on their game show.

The TV presenters own production firm Mitre Studios Ltd, and according to The Mirror, have ‘lodged the papers with the Intellectual Property Office’.

This application means they have legal protection of their trademarked show for ten years.

Win win! Ant and Dec have reportedly trademarked Limitless Win which leaves them able to cash in on board games, puzzles, apps and books on their game show

A trademark leaves Ant and Dec able to cash in on any goods and products which 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 gameshow gives players a chance to play for the biggest cash prize in British history. 

Every answer is a number, with the numerical answer also being the amount of steps they can move up the ladder.

Cashing in: The TV presenters own production firm Mitre Studios Ltd, and according to The Mirror, have ‘lodged the papers with the Intellectual Property Office’

After playing a quick fire question round, contestants build up their lives, with each correct answer earning them five lives.

Players are allowed to give an answer which was below the correct answer, but not over, with contestants earning Lifelines along the way including odd or even, more than or range.

Early last year when she show first aired, Ant told The Mirror that he worried they were ‘going to bankrupt ITV with the limitless prize fund. 

The dynamic duo say they have completely reinvented the rule book when creating the gameshow and it is unlike any other on the television. 

 Big numbers: Ant and Dec’s gameshow gives players a chance to play for the biggest cash prize in British history

Dec explained: ‘The great thing about this show is that the questions can’t really get harder because the answer to every question is a number, with a lot of TV shows, the further it goes on, the harder it gets. 

‘And I find as a viewer, I can’t play along any more because I don’t have any idea, but the thing with Limitless Win is that all of the answers are numbers, so you can have a good stab at most of them. You might not get it exactly, but you might stay in the game.’ 

The most recent episode, which aired on Christmas Day ahead of the new series kicking off on January 7th, saw Rylan Clark held back tears after losing an eye-watering £250,000 with David Walliams.

‘We’re gutted’: Rylan Clark held back tears after losing a massive £250,000 with David Walliams on Ant and Dec’s Limitless Win on Monday

The presenter, 33, was left ‘gutted’ after taking on the endless ITV game with the Britain’s Got Talent judge in the hope to win money for their named charities.  

Rylan and David started off strong making their way up the ladder and eventually passed the £250,000 mark giving them the chance to reach half a million pounds. 

However, after failing to lock-in what they had earned, they chose to risk the £75,000 and ran out of lives leaving them with nothing.

The pair were asked, ‘How many weeks does it take for a tadpole to turn into a frog’, before debating the question and locking in the answer with just seconds to spare. 

‘We did our best’: The presenter, 33, was left ‘gutted’ after taking on the endless ITV game with the Britain’s Got Talent judge in the hope to win money for their named charities

On the Christmas Day showing, Rylan seemed to know straight away it was wrong as he joked: ‘Is this the way out?’ 

Unfortunately, the pairs answer was wrong and too far out for the amount of lives they had remaining meaning their gamble of £75,000 for £250,000 had failed. 

Both looked extremely devastated as the money was taken away from them however, Ant and Dec gave the pair £1000 prize so their charities didn’t receive nothing. 

Rylan seemed close to tears as he reflected on losing the money and wishing they had ‘cashed out’. 

He said: ‘We’re so gutted, so gutted. We did our best. It’s been amazing coming on and we’re just gutted we can’t take home more for the charities.

‘We should’ve cashed out’: The pair started of strong but after failing to lock-in what they had earned, they chose to risk the £75,000 and ran out of lives leaving them with nothing

‘We needed more lives’: Both looked extremely devastated as the money was taken away from them however, Ant and Dec gave the pair £1000 prize so their charities didn’t receive nothing

‘But they’re getting at least a little something, so we’re grateful, and if anything we’ve at least raised awareness for both of them.

‘Why would you play that game? Unless you keep tadpoles at home, don’t play that question.

‘We needed more lives. We should’ve cashed out.’

Rylan was playing for Chrons and Colitis UK in honour of his mum and David chose Alzheimers Research UK in tribute to late friend Dame Barbara Windsor. 

‘Why would you play that game?’: Rylan seemed close to tears as he reflected on losing the money and wishing they had ‘cashed out’

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