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Play Along With Euroleague Basketball with AKQA's '10 Minute Madness'

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AKQA's work with dual-screen projects has always been impressive, from Heineken's "Star Player" to MTV's "Under the Thumb" effort. Now, the agency teamed up with online betting site bwin, which is also one of the sponsors of Euroleague Basketball, for "10 Minute Madness," a digital interactive game that challenges you to make some real-time sporting bets.

Available to play for free on browsers, iOS and Android tablets and smartphones, the game asks fans to guess during Euroleague games, which teams will win, who will score, the actual scores and more -- similar, in a way, to how Heineken's "Star Player" worked. Predictions are converted to points, for a chance to win prizes like VIP courtside tickets for the final four in London, and other merchandise and tickets. All guesses are made while the match is going on, live.

James Scott, the group account director at AKQA on this project, said the technology used for "10 Minute Madness" isn't the same that was used for the agency's prior dual screen efforts. Instead, they leveraged bwin's own data and feeds from their own servers from matches that the company provides bets on. That data informed the livefeed.

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