EA, Endemol Group to Launch Virtual Me

Interactive entertainment software firm, Electronic Arts and audiovisual entertainment company, the Endemol group have announced a creative partnership for the development of Virtual Me, a new digital entertainment concept that bridges the divide between traditional TV and video games.

The all-new online offering is being prepared to debut in Endemol's top-rated Big Brother. Virtual Me combines avatar creation technology from EA with popular TV formats from Endemol to give consumers a breakthrough way to meet, compete and socialize in online digital worlds. Avatar creation aims to create life-like cyber-clones, with uniquely customized appearances and identities.

Virtual Me offers players the chance to participate in virtual versions of TV talent shows like Fame Academy and Operacion Triunfo, game shows like Deal Or No Deal and 1 vs 100 and to form real relationships with other virtual avatars on the web. VirtualMe.com, the home of the Virtual Me avatar creation system, will launch in the coming months.

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

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.