ITV will pull its social networking game Corrie Nation on 31 July as it prepares for a major overhaul to halt falling popularity.

Last month new media age reported that the broadcaster has been in a series of talks with developers to expand the game and reverse its falling player numbers (nma 12 May 2011).

new media age understands ITV is to terminate its contract with Enteraction, the social gaming arm of production company etv Media, which produced the original game, but is yet to confirm a new partner.

The game will be pulled from 31 July and is expected to relaunch early next year, supported by a major marketing campaign.

An ITV spokeswoman said, “As part of our ongoing transformation strategy, we’re exploring how users want to interact with all our key programme brands outside the linear TV experience. We’re planning to take Corrie Nation offline for further development in the summer.”