Endemol U.K. to Make Own Apps, Starting With 'Deal or No Deal' Game

LONDON – The U.K. arm of European independent production giant Endemol said Tuesday that it would move into into publishing its own mobile apps with a focus on gaming apps.

Endemol UK said its initiative would launch with new gaming apps based on hit shows Deal or No Deal and Pointless. They will become available on iOS and Android devices next month.

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"The move is a first step towards building an extensive network of apps based on existing TV brands alongside new games developed as apps from the start," Endemol said. The company will fund the development of the apps, which will be created in-house and in partnership with specialist developers.

The focus on developing a slew of its own apps evolves Endemol's past work in the apps space.

So far, Endemol has licensed its brands to companies that create mobile apps. An app for The Million Pound Drop, which is a hit here on Britain's Channel 4, has had more than 2.5 million downloads. The company recently also had success with an app it developed for The Rolling Stones, which became the band's first-ever official fan app.

"Given how much fans love to directly engage with this kind of content, we see exciting potential in building a far-reaching network of apps with a broad user base," said Jurian van der Meer, managing director of Endemol Games UK.

The executive was scheduled to speak on a social gaming panel at the Apps World expo here Tuesday afternoon. The event will discuss such topics as bringing media and consumer brands to the second screen.

The Deal or No Deal app will allow users to take on the show’s Banker in its solo mode or play with Facebook friends or random opponents online. The multiple-choice quiz adds a general knowledge questions category to the known on-air game play.

The Pointless Friends app will see friends play against each other via Facebook or mobile online platforms. Players will have an online profile showing their game history and can answer hundreds of Pointless questions in one or two player modes.

E-mail: Georg.Szalai@THR.com
Twitter: @georgszalai

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