Endemol UK has published a press release announcing the development of Endemol Gaming and a new presence in the online gambling and internet casino industries.  The gist of the press release made it known that Endemol is seeking to bring mass-market entertainment to the business of online casino gaming, and that the new company division will be managed by top-level Endemol UK employees.

Sarah Bellamy and Brian Macsweeney will be overseeing the new division, filling in the important roles of Managing Director and Creative Director.  Both commented on the direction that Endemol Gaming will be taking, citing a commitment to bringing more creative resources to the online gambling industry and to produce custom-made entertainment, targeted online gaming applications and content for internet gaming site operators.

Endemol UK already has a relationship with online gambling operators Ladbrokes, Sportingbet, Gala and Camelot through their digital media division, Victoria Real, which the company now plans to use to further develop and strengthen their strategic partnerships.  A great deal of resources is going to be put into helping create various media platforms and fresh ideas pertaining to internet betting and online casino gaming applications.

Specific projects on the agenda include live online sports gambling, new instant win betting games, fixed odds games, new internet poker formats, online skill games, and gambling via television sets, including Web TV casinos.  Although there was no mention of it in the press release, it is likely that Endemol will venture into the mobile gambling industry as well, developing creating solutions for large gaming operators seeking to capitalize in this expanding sector.