C21 Media – Big Brother producer Endemol is to invest US$13m in social casino start-up Plumbee as it looks to expand its online and mobile gaming business.
The digital start-up’s existing investor Idinvest Partners is also backing the deal, which values the business at US$40m.
Under the new partnership, Endemol and Plumbee will create premium social casino games, exploiting Endemol’s global entertainment brands and building on Plumbee’s worldwide user base.
London-based Plumbee launched in October 2011 and its flagship game, Mirrorball Slots, is now among the top 10 highest grossing social casino games on Facebook.
Plumbee also has a joint venture with leading online gambling company Unibet, titled Bonza Gaming. That partnership is behind Bonza Slots, one of the first real-money casino games on Facebook, and most recently launched Bonza Casino.
The news comes after Endemol last month pledged to invest millions of euros in its network of digital channels in the US and Europe to increase original production, attract talent and partner with brands.
Lucas Church, chairman of Endemol’s Group Commercial Board, said: “Social casino gaming is a fast-emerging market and Plumbee is one of the most innovative and dynamic operators in this space.”
“This new partnership will allow us to accelerate the growth of Endemol’s digital gaming business around the world, whilst capturing more of the value created by our entertainment brands.”
Plumbee was co-founded by CEO Raf Keustermans, chief operating officer Gerald Tan and chief technology officer Jodi Moran. Today the firm employs more than 50 people, including designers, engineers, product managers, analysts and marketers.
“Joining forces with a world-leading content creator like Endemol ideally positions us to develop a new generation of premium social games,” said Keustermans.
