Endemol UK, the owner of Channel Four reality show Big Brother, is to enter the world of sports betting, it has been revealed.
The company's new division, Endemol Gaming, will develop a number of new projects within the gaming industry.
Plans are being made to create online poker facilities, instant-win games and gaming TV.
In addition, the company will develop fixed-odds games, multiplayer quiz formats and other skill games, to supplement the sports betting projects.
Endemol gaming will be fronted by creative director Brian Macsweeney and managing director Sarah Bellamy.
Mr Macsweeney said: "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."
Ms Bellamy added: "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."
Endemol describes the move as creating multi-platform gaming entertainment and hopes to appeal to the mass-market.
Earlier this month, Brand Republic reported that UK sports betting was "booming".
The introduction of sports betting newspaper The Sportsman in March 2006 has increased market competition, by challenging the Racing Post's position as the punter's number one choice.
source : QCK.com
