Project focuses on avatar technology

LONDON — Endemol Intl. has tapped Andy Ward to head up Virtual Me, its new creative partnership with gamer Electronic Arts.

Project will bring together Endemol’s TV formats with EA’s entertainment software using avatar creation technology to allow users to socialize and interact on an online digital platform. The digital offering is being readied in time to debut in Endemol’s “Big Brother” format.

Ward will assume the title of director of business development and report directly to Mike Morley, Endemol Intl.’s senior exec director of creative and commercial affairs.

Ward joined Endemol UK in 2000.

Follow @Variety on Twitter for breaking news, reviews and more