Endemol Gaming plans to build on the UK group’s strategic relationships with
key players in the 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,
Sportingbet, Camelot and Gala. 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.”