|With impeccable timing, the Sportech group, which owns Littlewoods Gaming, is to launch ITVís only fixed-odds interactive offering, Littlewoods Bet Direct, to coincide with the anticipated betting explosion that is Euro 2004.|
Jane Marshall, Controller of Interactive at ITVi, said: 'ITV is very excited about the launch of our 24/7 betting service with Littlewoods Gaming, and the kick-off of Euro 2004 couldn't be a better time to bring this service to our viewers.'
Sportech managing director, George Rushton added, 'Euro 2004 provides an ideal opportunity to introduce ITV viewers to our interactive betting service, and this launch highlights that Sportech is now delivering a leading interactive betting experience into the home.'
The channel will allow punters to place a diverse array of bets, from the outcome of matches to the number of corners per game. Sportech is hoping Littlewoods Bet Direct will boost what has been seen as a poor year financially for its betting arm.