Endemol, EA in Alliance

CANNES, April 17: Leading interactive entertainment software company Electronic Arts is working with Endemol for Virtual Me, a new digital entertainment concept—intended to bridge the divide between traditional TV and video games—that gives users a new way to participate with their favorite Endemol shows.

Virtual Me combines avatar creation technology from EA with TV formats from Endemol to give consumers a way to interact in online digital worlds. The software allows users to participate in virtual versions of TV talent shows like Fame Academy and Operacion Triunfo and game shows like Deal Or No Deal and 1 vs 100. VirtualMe.com will launch in the coming months.

Peter Bazalgette, the chief creative officer of Endemol, noted: “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.”

Gerhard Florin, the executive VP and general manager of EA International, added: “With Virtual Me we are at the forefront of a new, hybrid form of entertainment that takes gaming beyond the console. 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.”

The two companies will create an integrated team to share expertise in their respective fields and develop entertainment formats and experiences for a wide range of platforms, including TV and online.