888 has announced a joint venture with Endemol Italy, an independent TV production company in Italy, to co-invest in the Italian market.
The agreement will see the launch of a comprehensive gaming offering, operating on 888.it, which will benefit from exclusive utilisation of Endemol’s brands in the Italian market, including Big Brother and Deal Or No Deal.
Representing 888’s first major consumer launch in the Italian market, the joint venture will operate under 888’s licence in Italy. It is planned to launch once the Italian gaming authority provides final regulations for the provision of casino games, expected in the second half of 2010.
Gigi Levy, 888 Holdings CEO, said: "Now that online gaming has become an established and hugely popular form of entertainment, strategic partnerships with media companies are critical for growth, especially in newly regulated markets such as Italy."
Paolo Bassetti, president and CEO of Endemol Italy, said: "The Italian market represents a huge opportunity for online gaming."
