In an effort to invigorate the “endless runner” genre—and prove that Nintendo’s Mario isn’t the only one who gets to run and jump to collect coins—Australian entrepreneurs Grant Moyle and Todd Wild came up with the idea for Millionaire’s Run while on a business trip in Kolkata, India. There, they were playing mobile games and began discussing what the ultimate prize for a mobile game should be. Five years later, Millionaire’s Run was created in partnership with Code Heroes studio.

The mobile game where players must dash, jump or ride a motorcycle through a massive coin vault while dodging the “Police-O-Lanche” begins its beta period Friday with an official launch for iOS and Android on July 13. Players have extra incentive to download the free-to-play game, as there is a cash prize competition that starts today to coincide with the game’s debut. Top-scoring players from around the world will have a chance at a $1,000 cash pot each week with a $1 million grand prize at the contest’s conclusion.

https://www.youtube.com/watch?v=91f86Nt96KA

“The Millionaire’s Run global game competition will run for six months throughout 2017, with the ultimate winner announced on New Year’s Eve,” Grant Moyle, the co-creator and managing director of Millionaire’s Run, told AListDaily. “Our game promotions will predominantly be through social media, online press and promo, as well as a viral digital video campaign. We also feel Millionaire’s Run is the world’s first mobile game to offer a prize of this magnitude and will drive a lot of word-of-mouth.”

The game will sell in-game boosts, which essentially amounts to extra lives to help players that fall continue their runs. However, players are only allowed five of them per run to maintain competitive fairness. Moyle stated that if the game is successful, we could see a second round of the Millionaire’s Run contest.

Although cash prizes make for very good reasons to play, Moyle explained how there are other reasons players may stay engaged with the game.

“The game has a fun, addictive quality about it, which leads to a desire to want to achieve the high score. The second iteration of the game would look at developing the hero character, investigating 3D aspects and expanding storylines. That being said, the core offering of this game is the prize, and I would see that is always core to its future,” Moyle said.

Moyle also detailed how the million-dollar launch promotion came together.

“The idea was conceived fairly early on in regards to the app store generating mass appeal to the global market,” said Moyle. “It was clear to us that there were very few products that had that level of global reach within a single distribution model and limited cost base. We asked ourselves a simple question—’how do we encourage as many people as possible to download a game app with an experience they would want to keep going back to?’ The answer was simple—’give them a million dollars!’ Thus, we started the idea of Millionaire’s Run from there.”