ITV Premieres Online Casino Games
By staff
Publicly listed online gambling group PartyGaming has announced a white label deal that will see it provide British television broadcaster ITV with online branded betting, casino and bingo games.

PartyGaming said that the games were already running on ITV's website at and included Emmerdale Bingo and ITV-branded casino and betting products. The ITV-owned Friends Reunited has also gone live with a poker product.

This deal marks ITV’s second venture into gaming services after the company entered into a deal with Sportech to provide gaming-related products through its interactive service in early 2002 before abandoning the loss-making enterprise in January of 2006.

ITV broadcasts some of the most popular programming on UK television including Coronation Street and the X-Factor and these latest games are believed to be a soft launch prior to the release of a more extensive number of products.

“This is a development of the existing affiliate relationship we had with ITV,” said a spokesperson for PartyGaming. “We are not going to disclose what our future plans will yield.”

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