Endemol Gaming Launches in the UK

Sunday May 21, 2006

Endemol Gaming plans to build on the UK group's strategic relationships with key players in the online gaming industry to bring mass-market entertainment to the sector. Brian Macsweeney and Sarah Bellamy have been respectively promoted to Creative Director and Managing Director of the new division.

Through its digital media arm Victoria Real, Endemol UK has already developed strong commercial relationships with leading companies such as Ladbrokes International Limited, Sportingbet Plc, Camelot and Gala Coral Group Limited.

The new division aims to continue building activity in this sector, creating stand-alone content for a wide range of media platforms as well as new gaming ideas around Endemol's existing portfolio of formats.

Projects are planned to include live sports betting; poker formats, instant win games, gaming TV, fixed odds games, multiplayer quiz formats and other skill games.

Sarah Bellamy: "Our goal is to bring Endemol's substantial creative resources to the gaming industry and develop a wide range of tailor made entertainment for the global market."

Brian Macsweeney: "Endemol Gaming allows us to combine expertise in the online gaming sector with the creative talent and production capabilities of Endemol. It's a very unique mix."