The Cock Tavern pub in Hackney, east London, is using technology to help recover from losses caused by the smoking ban - it is boosting revenue by 40% twice a week with online interactive quiz nights.
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The service, from National Quiz, uses the internet to link pubs across the UK, enabling them to compete against each other in real time.
Each pub submits answers to a set of multiple-choice questions that is visible to all other participating venues.
The system identifies the winning pub based on the most correct answers or the fastest response to questions if there is a tie.
National Quiz is using three load-balanced web servers and a database server hosted by Hostway using a VMWare platform, which enables the system to be scaled up or down easily by using virtualised servers.
Miriam Raggett Power, licensee of the Cock Tavern, said, "We never thought we would come to rely on server virtualisation to sell more pints."