EA Partners With Endemol For Creation Of Virtual Me
Published: Monday - April 16, 2007
Words by Tim Boswell
Electronic Arts (EA) announced a creative partnership with the Endemol group on Monday (April 16) in the development of a digital entertainment concept that would bridge traditional TV and videogames.
The program, called Virtual Me, will combine cutting edge 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 (a user's virtual clone) creation will be made possible with a high performing, easy-to-use tool that creates astonishingly life-like cyber-clones, with uniquely customized appearances and identities.
Screenshot of "Virtual Me" avatar creation program.
Want to be a pop star? A movie star? An action star? 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.
"With Virtual Me we are at the forefront of a new, hybrid form of entertainment that takes gaming beyond the console," said Gerhard Florin, Executive Vice President and General Manager for EA. "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."
According to Endemol, people are spending more time online than watching TV today, so the company's new creation will help connect people who enjoy both platforms.
"We're told that people are starting to spend more time online than they are watching TV," said Peter Bazalgette, Chief Creative Officer at Endemol. "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."
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.
VirtualMe.com, the home of the Virtual Me avatar creation system, will launch in the coming months. It is also expected to debut in Endemol’'s top-rated Big Brother.
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