Endemol, EA team up to develop "Virtual Me"

World's leading interactive entertainment software company, Electronic Arts (EA) has teamed up with Endemol, creator of Big Brother "reality television" show, to develop a new digital entertainment concept that promises to bridge the gap between television and video games.

The new technology, dubbed “Virtual Me”, combines EA’s state-of-the-art avatar creation technology with Endemol’s TV formats to give consumers a breakthrough way to meet, compete and socialize in online digital worlds.

Due to make its debut in the next series of 'Big Brother', 'Virtual Me' will provide players with the opportunity to participate in virtual versions of TV talent shows such as ‘Fame Academy’ and game shows like ‘Deal Or No Deal’, and to form real relationships with other virtual avatars on the web (www.VirtualMe.com).

Avatar creation will be easy to use and offers the ability to create life-like cyber clones with uniquely customized appearances and identities.

On their deal with Endemol, Gerhard Florin, Executive Vice President and General Manager, EA International said, "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."

Headquartered in Redwood City, California, EA is the creator of some of the world’s most successful video game franchises including FIFA Football, Need for Speed, Harry Potter and The Sims, while Endemol accounts for Big Brother, Fear Factor and Deal or No Deal.

The Hilversum, Netherlands- based television production company has subsidiaries and joint ventures in 23 countries, including the UK, the US, Spain, Italy, Germany, Poland and the Netherlands, as well as in Latin America, India, South Africa and Australia.

"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," said Peter Bazalgette, Chief Creative Officer, Endemol.

To develop entertainment formats and experiences for a range of platforms including TV and online, the two companies will create an integrated team, members of which will share expertise in their respective fields to achieve the said target to bridge the divide between traditional TV and video games.