Production and distribution group Endemol has invested in Plumbee, the sports technology firm that run the Mirrorball Slots Facebook game.
Endemol is seeking to invest in digital services and recently launched a new multimillion Euro global venture to create a network of connected digital channels.
The Plumbee investment involves Endemol ploughing in US$13 million (€9.43 million) into Plumbee in an agreement that values the gaming firm at US$40 million.
Plumbee will now develop new social games using Endemol’s TV show brands. The company launched in late 2011 with an injection of cash from Idinvest, which also took part in this funding round and remains an investor in the firm.
Mirrorball Slots is one of the highest grossing games on Facebook and Plumbee also runs the Bonza Slots and Bonza Casino services.
Social casino games are initially free, with users then encouraged to purchase credits for additional features and upgrades.
Lucas Church, chair of Endemol’s Group Commercial Board, comments: “Social casino gaming is a fast emerging market and Plumbee is one of the most innovative and dynamic operators in this space. 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.”