Endemol, producers of reality TV and game shows like Fear Factor and Deal or No Deal hopes to expand its digital reach via investing in Plumbee, a social casino dev started by ex-Playfish execs. London-based Plumbee, which claims it has 1 million monthly active users as of this investment round, also picked up another $1 million from IDInvest Partners, bringing its round B funding total to $14 million. Its first round of $2.8m also came from IDInvest. Plumbee has so far launched Mirrorball Slots for mobile and Facebook, which it claimed in November had over 350,000 daily active users. Netherlands-based Endemol has recently launched both mobile games based on and second-screen apps tied into its TV properties, including one for The Million Pound Drop, the UK version of the TV property titled Million Dollar Money Drop in the U.S. Endemol chairman Lucas Church said in a statement that "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," while Plumbee CEO Raf Keustermans said that the investment "will enable us to leverage [Endemol's] international network and globally recognized brands."
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