Endemol launches online gaming division
Deal or No Deal creator says it will specialise in licensing and monetising both its own and third party entertainment properties in gaming.
Big Brother creator and independent production company Endemol UK has launched Endemol Games, a new division specialising in online gaming.
Endemol Games will specialise in licensing and monetising both its own and third party entertainment properties in the gaming space and will be headed up by newly appointed managing director Jurian Van der Meer, formerly Endemol UK’s head of products and brand exploitation, the company said. Van der Meer will report directly to Lucas Church, Endemol UK’s chief operating officer.
“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,” said Church. “Jurian has an exemplary track record in delivering games around our TV properties across all platforms and I’m extremely pleased to have him in this role,” he added.
Van der Meer told eGaming Review that in the past Endemol would monetise its products and brands by signing branded deals with operators for its games but that the new division would give it the opportunity to create new products and games using its existing infrastructure, studios and in-house gaming development unit.
“This way operators can shop within our wide portfolio of games and choose what best suits them and their online gaming strategy. We will announce a deal later this week and have another five or six in the pipeline but we have the infrastructure to do more,” van Meer said.
“We also have exclusive games for selected partners and deals abroad (including its first joint venture regulated market deal with 888 in Italy) such as The Million Pound Drop with Bet365,” he said.
On the 888 Holdings joint venture in Italy van Meer said that both parties were still awaiting regulatory clearance for cash-based casino and slot games. “There is a lot of work going on behind the scenes but the website is ready to go. Half of all revenues “ including gaming revenues “ generated from that deal go to us. It is not just about branded games anymore, this is part of the bigger plan and potential future deals, he added.
The new division will work closely with global operation Endemol Worldwide Brands in distributing UK created gaming properties internationally.Endemol UK has successfully partnered with several players in the gaming sector including William Hill, Betfair and the National Lottery.
Recent successes include the UK’s new number one pub quiz game based on Deal or No Deal and a range of popular betting games based on formats including The Million Pound Drop, Big Brother and the newly launched Deal or No Deal bingo site.
The UK group, that has offices in London and Bristol and employs up to 1000 people at any one time, is part of Endemol that comprises a worldwide network of companies spanning 26 countries on five continents.