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European TV producer Endemol to enter the online gambling market

The European television production giant Endemol, developer of blockbuster concepts like Big Brother and Deal or No Deal, has announced the formation of a new division that will bring new and fresh ideas and games to the online gambling space.

The new division, titled Endemol Games, will bring popular television formats to the gaming world, and is headed by former Endemol brands chief Jurian Van de Meer, who opined this week that the company's major shows "seamlessly cross over in to branded gaming". Van de Meer added that Endemol products attracted huge fan bases, and the new division will build on this, creating fresh concepts to invigorate the online gaming market.

Endemol is no stranger to gaming, with a Deal Or No Deal title already featuring in online gambling games and the XBox live and Facebook libraries. Other thematic possibilities might be concepts like Doctor Who and X-Factor.

Endemol disbanded its dedicated digital unit recently when global digital media and new business head Adam Valkin and UK digital head Peter Cowley left.

New Media Age reports that Endemol Games will specialise in licensing and monetising both its own and third-party entertainment properties in the gaming space. The publication quoted Endemol UK chief operating officer Lucas Church (to whom Van de Meer reports) as saying: "Endemol UK has already established a strong position in the gaming space and the launch of Endemol Games underlines the importance of this significant growth area to our business."

In May this year 888.com concluded an agreement with Endemol to merge the companies' respective strengths for the benefit of the Italian gambling public.

The deal saw 888 and Endemol co-invest in the lucrative Italian market, with Endemol providing a variety of games under its exclusive brand. Games to be provided included Deal or No Deal and Big Brother, with implementation planned to coincide with the regulatory green light for online casino operations in the Italian market.

Other Endemol deals with online gambling companies include an agreement to provide The Million Pound Drop game to Bet365.

More action for Endemol is in the pipeline, Van de Meer reports, claiming that a major announcement is imminent, and that a further five or six gaming deals are currently in the pipeline.

Source: InfoPowa News

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