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QuizUp is a mobile game developed by Iceland-based Plain Vanilla Games. The game is a mobile trivia app similar to the game Trivial Pursuit. QuizUp is a multi-player game in which one user competes against another during seven rounds of timed multiple-choice questions of various topics. There are over 1,200 total topics available to users to choose from, and all the questions are voluntarily submitted by content contributors. Most topics are available in different languages. As of May 31, 2015, there are over 600,000 questions and 1,200 topics in QuizUp’s database.
QuizUp was initially released for iOS in November 2013. Plain Vanilla Games released an Android version in March 2014.
As of May 2014, QuizUp had 20 million users and has raised over $26 million from venture capital investments. Over a billion matches had been played in over 197 countries by March 2014. The company claims that users play an average of 40 minutes each day. On September 30, 2015, Plain Vanilla Games announced that they had reached a deal with Universal Television to develop a television game show based on the app, which will premiere on NBC in early 2016. Five days later, on October 5, 2015, it was announced that ITV had also acquired the rights to their own game show version.
In September 2016, as a result of NBC cancelling their show, QuizUp’s creator, Plain Vanilla, laid off all of their employees and announced a plan to sell the app before the end of 2016. QuizUp was then acquired by mobile game developer Glu Mobile for 7.5 million USD, and the phrase QuizUp is “alive and kicking” was relayed to its vast community of players through the separate topic QuizUp: Feedback as well as through social media.

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