HQ Trivia Is Dictating When and How Consumers Use Apps and Inspiring a Host of Imitators

It's providing a potential model for marketers

A silver hand holds a phone up to the ear of a bearded man in a colorful suit, against a purple background.
Scott Rogowsky is known as “Quiz Daddy” to fans. Photo: Justin Bettman for Adweek; Suit: Shinesty; Prop styling: Dianna McDougall

Since December, twice a day, like clockwork, Terry Berger, a 17-year-old high school junior from Atlanta, has been playing HQ Trivia, the mobile app game-show sensation. At 3 p.m. Berger, her fellow students and teachers huddle together over their smartphones, answering often silly, mostly vanilla questions about pop culture, science and history for the chance to win cash prizes. At 9 p.m. she’s at it again, this time with her family. In fact, HQ’s daily-double playing schedule is so drilled into Berger’s internal timetable that she doesn’t even need the app’s triggered push notifications to remind her it’s game time.

This story first appeared in the March 5, 2018, issue of Adweek magazine. Click here to subscribe.
@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.