The US division of Endemol - creator of the likes of Big Brotherand and Deal or No Deal - is targetting casual games development.
The firm has opened a division to produce web games based on the US versions of Deal or No Deal and 1 vs 100.
Eric LaVanchy, previously founder and vice president of creative development for New York-based Bottle Rocket, has been named as director of gaming for Endemol USA.
LaVancy will be looking after the games strategy as part of Endemol's Digital Media division and will develop casual games for new and existing Endemol programming, and also create original games. Although focusing only on the North America market, where he will be appointing a core group of technical, creative and business development staff, he will also work closely with Endemol's London-based games group.
"Our view is that TV and videogames are coming closer and closer together, and the casual games group will be right in that sweet spot," digital media and branded entertainment Jon Vlassopulos told Variety.
In the official announcement Valssopulos added: "With the formation of a casual games group, we have an opportunity to expand our digital media business into a new and exciting growth area where we will create engaging entertainment experiences for fans worldwide."