|Littlewoods is pushing hard to become a supplier of interactive games, in addition to its flagship online operation Littlewoods casino. Littlewoods Game On is the interactive division of Littlewoods Gaming, and Game On is launching eight new instant win games on its website.|
The instant win games are also being developed as “White Label” propositions for third party operators, as Littlewoods aims to grab a slice of the emerging interactive betting market. Game On is establishing partnerships with key sites, which will host the portfolio of games in return for shares of revenues. Littlewoods has an exclusive strategic partnership with UK commercial TV broadcaster ITV (Independent Television Network), which will involve interactive TV (iTV) betting linked to specific ITV programming.
Roger Marris, Head of Internet, Littlewoods Game On, said, 'With the online gaming and betting market expected to be worth up to £5 billion ($7.87) by 2006, many websites are now looking at new ways to increase site stickiness and user revenue. The eight new games we have launched significantly expand our games portfolio, and will help us in our quest to become the premiere provider of white label games content for third party sites.'