In its first European deal for an off-air pilot, NBCUniversal International Studios’ new game show format QuizUp has been sold to the UK’s ITV. Based on the popular trivia app, this is one of the more talked about non-scripted offerings here at Mipcom. The UK version will be produced by one of NBCUniversal International Studios’ production entities.

QuizUp was developed in-house at sibling Universal Television in partnership with Plain Vanilla Corp., the Iceland-based game studio that created the mobile game. The show gives in-studio contestants the chance to earn cash prizes after each round by winning high-stakes trivia battles against viewers who are playing at home in real-time on their mobile devices.

QuizUp is one of the world’s most popular trivia apps with more than 75M users globally and reaching No. 1 in the App Store rankings in 128 countries. In the UK, it currently has over 4M players.

The non-TX pilot of QuizUp has been ordered by ITV’s Director of Entertainment and Comedy, Elaine Bedell.

The show has already received a 10-episode order in the U.S. from number one American network, NBC. The U.S. version was created by Jeff Apploff and Wes Kauble.

The format was unveiled by NBCUniversal International Formats at MIPCOM on Oct. 4-7.

David Mortimer, SVP Factual and Entertainment, NBCUniversal International Studios comments: “QuizUp is the result of an intense period of successful development by our colleagues at NBC. Television has been waiting for a quiz format that’s a big enough turn of the wheel to justify a place in the primetime schedule, and that’s exactly what this show is. QuizUp is a great example of NBCUniversal International Studios working hand in glove with our network colleagues to bring a bold new format to the international market and the deal we’re announcing with ITV is a huge part of our plan to roll the format out internationally at MIPCOM.”