Super-publisher EA has entered into a creative partnership with media giant Endemol, the firm responsible for shows like Big Brother, Fame Academy and Deal or No Deal. EA will be combining its avatar creation technology with Endemol’s most popular TV formats to enable consumers to meet, compete and socialise in a new online world.

“With Virtual Me we are at the forefront of a new, hybrid form of entertainment that takes gaming beyond the console,” said EA executive vice president and general manager Gerhard Florin. “Endemol is a great partner to help us bring together the best of TV and video games for an offering that can appeal to mass market audiences and change the face of entertainment.”

Chief creative officer at Endemol Peter Bazalgette added: “We’re told that people are starting to spend more time online than they are watching TV. Both markets are now important and this has huge implications for content creators. Our opportunity with Electronic Arts is to develop ideas that fully embrace the way people are consuming entertainment today.”