Endemol bets on 888

Formats producer and distributor Endemol has inked an Italy-focused joint venture agreement with online gaming company 888. It will launch its online gambling service in Italy and will utilize Endemol brands, including Big Brother and Deal or No Deal, for new games on an exclusive basis. The Italian service will launch in the second half of the year.

“The Italian market represents a huge opportunity for online gaming and Endemol’s brands are ideally suited for this platform,” said Paolo Bassetti, CEO of Endemol Italy. “This is an area we have been interested in for some time.”