How HQ trivia is trying to turn a viral sensation into a media business

The HQ trivia obsession spread quickly last fall, with agency employees praying conference calls would get canceled so they could tune in at 3 p.m. each weekday. The free mobile app not only provided a workday distraction, but it also offered a chance to win real money. Now, about eight months into HQ’s fame with millions still playing each day, the company is working to prove it’s not just a viral hit but a real business a media empire, in fact. While popular mobile games like Kim Kardashian: Hollywood and Fortnite have become cash cows via in-app payments, HQ trivia has so far relied on an advertising business. Early partners said the sponsored games have been successful, not for simply buying into a shiny object but for driving sales. And that’s exactly what HQ CEO and co-founder Rus Yusupov likes to hear.