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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