The X Factor: The Game could be one of this season's biggest mainstream sellers as the TV show draws in millions of potential buyers.
Viewing figures for the latest episode peaked at 14m and this is expected to grow as the series begins its weekly live shows with the final 12 contestants.
The X Factor is one of the hottest TV brands this season,” Koch's marketing and sales director Paul Nicholls told MCV.
This shows viewing figures go from strength to strength year-on-year. By releasing The X Factor: The Game, Koch Media has an incredible sales opportunity – not only among fans of the show but the entire gifting market.”
The firm is working with the show's producers at FremantleMedia, running competitions with photo booths in shopping centres. Ads will run on TV, in print and online.