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LONDON — TV production and distribution powerhouse Endemol Shine Group is pushing further into the gaming world with the launch Thursday of a new games developer and publisher, Good Catch.

The wholly owned offshoot is expected to come up with both original and IP-based games to add to a stable that includes “Pointless Quiz,” a trivia app keyed to the popular British game show “Pointless,” and two games featuring the hapless character Mr. Bean. Thursday’s launch of Good Catch coincided with the unveiling of new game “KSI Unleashed,” described by Endemol Shine as an “arena-style, beat-’em-up game” featuring KSIOlijadebt, a gamer who is one of Britain’s most-watched people online.

The creation of Good Catch comes as Endemol Shine tries to capitalize on the rapidly growing global community of gamers. Last fall, for example, the company’s North American digital division, Endemol Beyond USA, launched new online network Smasher with a slate of gaming- and sports-oriented shows aimed squarely at the predominantly male gamer demographic.

Endemol Shine is moving its head of British apps and games, Anil Mistry, to the post of managing director for Good Catch. “This is an exciting opportunity to build an engaging portfolio of games across all platforms with well-known global brands and original games,” Mistry said in a statement.

He will report to Wim Ponnet, Endemol Shine’s group director of strategy and commercial development.