Endemol, the independent producer of multiplatform entertainment, today announced it has invested $13m in social casino gaming company Plumbee.
Plumbee creates, operates and markets free-to-play online and mobile games on social networks such as Facebook, and the move will see the company be able to use Endemol's global entertainment brands.
"Social casino gaming is a fast emerging market and Plumbee is one of the most innovative and dynamic operators in this space,” said Lucas Church, chair of Endemol's Group commercial board,. “This new partnership will allow us to accelerate the growth of Endemol's digital gaming business around the world, whilst capturing more of the value created by our entertainment brands."
Plumbee's flagship game is Mirrorball Slots, which launched online and on iOS in July 2013 and is coming soon on Android.
Raf Keustermans, chief executive officer of Plumbee added: "Joining forces with a world leading content creator like Endemol ideally positions us to develop a new generation of premium social games. Endemol will become a strategic shareholder and this will enable us to leverage the company’s international network and globally recognised brands. This will significantly boost the growth of our worldwide user base as we create gaming experiences that stand out from the competition."
Endemol's current digital gaming projects include a new initiative to move into app publishing, launching with gaming apps based on hit shows Pointless and Deal or No Deal.
