Online gaming company 888 is teaming up with Endemol for a joint venture in Italy. The partnership marks 888's first major consumer launch in the Italian market.

The agreement will result in the launch of a new lineup of games and gives 888 exclusive online use of Endemol's global brands in the Italian market, including Big Brother and Deal or No Deal. The joint venture will operate under 888's license in Italy and is expected to start in the second half of 2010.

"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," says Gigi Levy, chief executive officer of 888 Holdings. "The combination of our gaming expertise and Endemol's brands, production capabilities and media assets will create a compelling new gaming offering for Italian consumers. The potential of the Italian market is enormous and this partnership strongly positions us to capitalize on this."