Unusually for BBC content, the game involved no links to any broadcast series or other BBC characters. This, along with the fact that the game launched two months behind schedule, caused speculation that this venture by the BBC into alternate reality gaming might prove to be unsuccessful. Sophie Walpole, head of interactive drama and entertainment at the BBC, however, was publicly confident about the game's prospects at its launch, expressing her hope that the game would "go viral", adding that "More than 1 million teenagers visit BBC Online a month, and I'm aiming for in excess of 100,000 players in the first year. It could be just the start of new interactive fiction by the BBC."