The division, called Endemol Worldwide Brands, will include licensing and merchandising, investment in product development and the creation of games applications and social gaming sites.
It will also work alongside Endemol’s worldwide operating companies to help boost the group’s branded entertainment activities.
Gers, who will be responsible for the group’s key digital activities, will be joined by Joerg Bachmaier as senior VP and general manager of Americas.
Chief commercial officer Tom Toumazis said the the launch represented a “significant step forward” in Endemol’s growth strategy.
This story first appeared on newmediaage.co.uk