Endemol places $13MN bet on Plumbee digital casino

Pascale Paoli-Lebailly | 16-12-2013

Endemol has announced that it is investing $13 million in the digital casino start-up Plumbee. The start-up's existing investor, Idinvest Partners is also participating in the deal which values the business at $40 million.

Endemol and Plumbee will this create a new generation of premium social casino games on multiple platforms, exploiting Endemol's global entertainment brands and building on Plumbee's worldwide user base.
Launched in October 2011, Plumbee creates, operates and markets free-to-play online and mobile games on social networks such as Facebook. Its flagship Mirrorball Slots is now among the top ten highest grossing social casino games on this social network.
Available online and on iOS since July 2013, the games will soon be available for Android.
Social casino games are free to play but players can purchase virtual credits in order to unlock more features and get upgrades, gifts, bonuses and more.
Plumbee also has a joint venture with online gambling company Unibet, called Bonza Gaming. The joint venture is behind Bonza Slots, one of the first real-money casino games on Facebook. It also recently launched Bonza Casino.
With this strategic partnership, Endemol aims to accelerate its online and mobile gaming business.
The group's current digital gaming projects include a new initiative to move into app publishing, launching with gaming apps based on the hit shows Pointless and Deal or No Deal.
Recent successes include The Money Drop second-screen game, which has so far had over 30 million games played worldwide.
In the UK, The Million Pound Drop app has had over 2.5 million downloads to date.