Endemol is getting into the video game business, focusing on casual, web-based games.
The production company's first titles will be based on game shows Deal or No Deal and 1 vs 100.
Endemol has appointed Eric LaVanchy as Endemol's director of gaming and will report to senior VP digital media and branded entertainment Jon Vlassopulos.
"Our view is that TV and video games are coming closer and closer together, and the casual games group will be right in that sweet spot," said Vlassopulos.
Licensed games based on Endemol properties already exist, but the company held onto the web-based gaming rights to some of its properties.