Thursday 17 April 2025, 4pm BST
Hilco is seeking offers to acquire the intellectual property assets of Lucky 13 Holdings Limited (In Administration) (“Lucky 13” or the “Company”) on behalf of the Joint Administrators of the Company, James Money and Steve Butt of Menzies LLP.
Lucky 13 is a high-stakes prime-time quiz show with all the hallmarks of a scalable global entertainment format. Built around a simple but compelling premise, contestants must answer 13 true-or-false questions in pursuit of a potential jackpot. Players don’t just need the right answers – they need to know when they’re sure and when to hold back. This added layer of strategy creates real tension, keeping both contestants and viewers on edge with every decision. Designed for broad prime-time appeal, the format delivers fast-paced, high-drama gameplay.
Debuting with ABC in the US in July 2024, Lucky 13 became the most-watched season premiere of the summer. Streaming on Hulu further expanded its audience, proving its ability to connect with viewers across both traditional TV and digital platforms. The production was designed as a premium entertainment property with high production values and a cost-effective structure, adaptable for multiple territories. Prior to Administration, the Company was in discussions with international distributors to roll out the format across key markets, including the UK, Australia, Germany, and France, allowing a potential acquirer to capitalise on the groundwork laid for global rollout.
Beyond television, Lucky 13 was built with multiple revenue streams in mind, offering opportunities that go far beyond standard broadcaster fees. The Lucky 13 format lends itself naturally to high-value advertising partnerships, integrated brand sponsorships, and second-screen engagement. The format is well-suited for expansion into digital and interactive gaming, with the potential to introduce real-time audience participation through a mobile play-along game. Viewers could compete for cash prizes alongside the live show, creating new engagement and revenue opportunities—an untapped avenue ready for a new owner to develop. Similarly, the format is well-positioned for potential expansion into the regulated betting and gaming sector, with the opportunity to licence Lucky 13 for casino-based gaming or interactive gambling platforms.
Acquiring the Lucky 13 brand also presents opportunities for consumer product licencing, with the potential for expansion into board games, live events, and digital extensions. Developed by a key figure behind Who Wants to Be a Millionaire?, the first billion-dollar global quiz show, Lucky 13 is built with the same potential for scale and commercial success. Lucky 13’s structure mirrors that of some of the most commercially successful quiz formats, many of which have generated significant secondary revenues beyond television. With the right strategic direction, Lucky 13 could follow a similar trajectory, and the acquirer can leverage the format and well-known name to drive long-term value across multiple entertainment verticals.
With the Lucky 13 intellectual property assets now available for acquisition, this is a chance to take on a fully developed, broadcast-proven quiz show with clear commercial potential. The acquirer of the Company’s IP assets will have the opportunity to expand its reach, strike fresh production and licencing deals, and unlock untapped revenue streams. Having already demonstrated strong audience appeal and market interest, Lucky 13 is a valuable entertainment asset ready to take global markets by storm.
The Lucky 13 brand has quickly established itself as a distinctive name in modern game show entertainment. With a bold visual identity and a high-stakes premise, it has already captured audience attention and built strong brand recognition following its ABC broadcast in 2024. Positioned as a next-generation quiz format, Lucky 13 stands alongside some of the most commercially successful game show brands, drawing comparisons to global hits that have generated long-term value through television licencing, digital expansion, and consumer product extensions.
From its launch, the Lucky 13 brand was developed with broad commercial potential. Backed by high-profile sponsors and brand partnerships, including a prominent collaboration with Pepsi, Lucky 13 carved out a strong presence in a competitive market. Designed for global scalability, the Lucky 13 brand is a highly adaptable asset with strong appeal for broadcasters, streaming platforms, and gaming partners seeking proven, high-engagement entertainment.
With a proven presence in prime-time television, the Lucky 13 brand extends well beyond its initial broadcast success, presenting significant opportunities in interactive gaming, live events, merchandise, and casino licencing, sectors where game show brands have historically thrived. Its ability to attract high-profile hosts, major sponsors, and industry interest underscores its commercial appeal, making it a strong foundation for expansion into new markets and revenue streams.
Acquiring Lucky 13 offers the chance to take ownership of a brand with a strong foundation and proven market presence, primed for expansion across new territories and platforms. With the right strategic direction, it has the potential to follow the path of established game show franchises, leveraging its distinctive identity and audience recognition to generate long-term commercial success.
The Company holds registered trade marks safeguarding the “Lucky 13” brand name and logo, with international protection in key markets.
Full details on the Company’s trade marks are available via a virtual data room.
Lucky 13 is a high-stakes quiz show that blends knowledge, strategy, and risk. Contestants must answer 13 true-or-false questions but winning isn’t just about getting them right… It’s about predicting how many they’ve answered correctly. With a psychological element that forces players to balance confidence and doubt, every decision becomes a high-stakes gamble, keeping the tension high until the final reveal.
The Lucky 13 format is designed for high engagement and adaptability, making it suitable for different markets, time slots, and production scales. The format’s structure naturally lends itself to variations, including adjustments to the number of contestants, prize structures, and gameplay mechanics, with the potential for interactive and digital extensions and opportunities for play-along experiences and second-screen engagement to enhance audience participation.
Originally airing on ABC in the United States in 2024, Lucky 13 debuted as one of the summer’s strongest-performing new game shows. With proven ability to attract audiences and generate commercial interest and with further potential for adaptation across television, streaming, and live gaming sectors, acquiring the rights to the Lucky 13 format presents the opportunity to take ownership of a well-developed, audience-tested quiz show with scope for further innovation and expansion.
Rights in an existing social media account are available as part of the acquisition, with full details provided in the virtual data room.
Indicative offers are due Thursday 17 April 2025 at 4pm BST.
All expressions of interest and indicative offers are to be directed to Hilco in writing. A Bid Submission Form is available on request. Please contact Hilco to gain access to a virtual data room for further information on signing a confidentiality agreement.
The Joint Administrators act as agents of the Company and without personal liability.
The bidder acknowledges that Hilco acts as an agent for the Joint Administrators who offer for sale only what right, title and interest (if any) the Company possesses in the assets. Such sale will be without any warranties, expressed or implied. The information provided has not been verified by Hilco or the Joint Administrators, and bidders are deemed to have carried out their own due diligence.
VAT, if applicable, at 20% will be added to the price. A non-refundable deposit of 20% will be payable by the buyer within 48 hours of bid acceptance. A buyer’s premium is payable by the winning bidder. Legal completion to occur within 5 business days of bid acceptance. Hilco’s full Terms and Conditions apply.
Associate Director
Manchester Office
