Endemol UK Launches Endemol Games

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Published on Tuesday, 12 October 2010 13:09

C21 Media is reporting today that Endemol UK is bringing gaming to the table with a newly formed division coined Endemol Games, which will focus on online gaming. Will they make the move to connected TVs? It's not part of the announcement and therefore not public yet, but likely so.

Endemol Games will specialise in licensing and monetising both Endemol and third-party entertainment properties in the gaming space. UK's chief operating officer Lucas Church told C21 that the launch of the division:

"...underlines the importance of this significant growth area to our business."

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Jurian Van der Meer, formerly Endemol UK's head of products and brand exploitation and MD of the new unit, added:

"Endemol's entertainment properties attract a huge fan base and seamlessly cross over into branded gaming. Our aim with Endemol Games is to further build on this, creating fresh and original concepts that will further invigorate the online gaming market."

According to C21, Endemol UK has partnered with players in the gaming arena including Electronic Arts, Virgin Games, William Hill, Betfair and The National Lottery.

Recent ventures include a pub quiz game based on Deal or No Deal; a range of betting games based on formats such as The Million Pound Drop, Deal or No Deal and Big Brother; and a newly launched Deal or No Deal bingo website.