X Factor Maker Buys Stake In Casual Gaming Company

Even TV companies that own and export some of the biggest formats in the business are looking diversify their revenue in the face of ever-falling marketing and advertising spend. London-based Fremantle Media, owners of the X Factor and Pop Idol franchises, has bought a minority stake in Canadian casual games developer Ludia, which makes gameshow-themed video games for PCs, consoles and mobiles. It’s a good fit: Fremantle owns the rights to long-running gameshow The Price is Right and Ludia recently launched a game based on the show. The investment, which completes a second round of funding for Ludia, should be seen as part of Fremantle’s strategy of monetising each possible opportunity for its IP: to the worldwide TV/online rights auctions, merchandise and live X Factor concerts, you can now add video games.

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