Mr Bean to star in mobile game for London tourists


17 July 2017

London & Partners, Endemol Shine Group, and Pointvoucher announce partnership for London tourist game

The Mayor of London’s official promotional agency, London & Partners, global content creator, producer and distributor Endemol Shine Group, and entertainment and marketing platform Pointvoucher, today announced a partnership to design and market a mobile game to attract UK and international visitors to the city.

Play London with Mr Bean is an interactive mobile Match-3 game with geo-location features, starring an animated Mr Bean character visiting scores of tourist attractions in central and outer London. Launching later this year on iOS and Android the game will engage with visitors to the city and help them discover London’s hidden tourist gems, and the city’s cultural and foodie highlights. It will feature hidden treasures and great offers that can be found all over the city.

By spending time playing the game, players will be able to pick up vouchers which they can then cash in for discounts when they holiday in London and find great offers on locations around the city. Discounts may include free Wi-Fi, or money off hotel room rates and at famous visitor attractions.

Laura Citron, CEO London & Partners, said: “London is one of the world's favourite tourist destinations. We are always looking for innovative ways to help our visitors to discover new experiences and to make the most of their time in London. So we're delighted to be working with Mr Bean to share some of London's 'hidden gems' and fantastic offers and rewards."

Mr Bean, produced by Tiger Aspect, part of Endemol Shine UK, is broadcast in 195 territories with global brand extensions including DVDs (35 million units sold) and apps (more than 21 million downloads). It is the biggest TV Entertainment brand on Facebook with over 70 million fans and in the top 20 of all pages on Facebook overtaking the likes of The Simpsons, Katy Perry and McDonalds this year. The official YouTube channel has 3.6million subscribers and 35 million views per month. Mr Bean averages nearly 300 million monthly views across online platforms.

Frances Adams, Global Director of Brands and Licensing, Endemol Shine Group comments, “Play London with Mr Bean is a great way for brands to tap into the global popularity of Mr Bean and engage with the huge numbers of tourists exploring London. With a brilliantly fun game and exclusive rewards on offer, this is a really playful and original way to market a city.”

Thomas Gadegard, CEO Pointvoucher added, “We have already done very successful projects together with brands, retailers and amusement parks. Now we are scaling the concept to a new level together with very strong partners and look forward to engaging with London’s visitors and drive traffic to our brands and attractions partners.”


For further information go to


Endemol Shine Group

Rachel Hassall

Tel: + 44 (0) 7970606803

London & Partners

Phil Nettleton

Tel: + 44 (0) 20 7234 5787


Nicolai Elmqvist

Tel: +44 (0) 7534683813

Notes to editors

About Endemol Shine Group

Endemol Shine Group is a global content powerhouse creating world class content for all platforms.


As a producer and distributor, Endemol Shine Group works on a unique local and global axis comprising of more than 100 companies in over 20 markets.


The company is the world’s largest independent producer and traveller of formats with 43 being adapted outside their own market in 2016.


Global hits include many non-scripted formats such as Masterchef, Big Brother, Your Face Sounds Familiar, Fear Factor and Hunted.


The drama portfolio boasts worldwide blockbusters such as Black Mirror, Humans, Peaky Blinders and Broadchurch which have each sold in 100 or more markets. Endemol Shine Group is also behind Sweden’s critically acclaimed hit Bron/The Bridge which has been successfully adapted for different local regions. 


Delivering 700 productions in over 50 languages, the Group’s portfolio enthralls and inspires across scripted and non-scripted genres; coupled with digital, gaming, brands and licensing and distribution operations.


About London & Partners.

London & Partners is the Mayor of London’s official promotional agency. Its purpose is to support the Mayor’s priorities by promoting London internationally, as the best city in the world in which to invest, work, study and visit. It does this by devising creative ways to promote London and to amplify the Mayor’s messages, priorities and campaigns to engage international audiences. Its mission is to tell London’s story brilliantly to an international audience.


London & Partners is a not-for-profit public private partnership, funded by the Mayor of London and our network of commercial partners. For more information, visit and


For high res, rights-free images of London, please register at


About Pointvoucher


Pointvoucher facilitates the connection between consumers and brands by giving them a reason to engage in a fun, playful and rewarding way through branded mobile games and voucher shops. The concept enables people to get something of real value in return for the time they spend playing games connected to the Pointvoucher platform, while brands get a plug 'n' play marketing platform that delivers huge engagement rates, data & permissions, footfall, and access to new customers through the platform.


The company is based in London and have done successful games for brands, retailers and amusement parks.


London & Partners Communications Team

London & Partners Media & PR Team

Tel:+44 (0)20 7234 5710

Tel:+44 (0)20 7234 5800