|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 ITV.com 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.”