|In what can perhaps be seen as the biggest indication yet that iGaming is being embraced by the UK mainstream, Channel 4 has announced that it is seeking to launch an online and wireless betting service. According to NewMediaAge the public service broadcaster is currently casting around for a partner in the project, and hopes to have service up and running by Christmas.|
Channel 4 already offers interactive TV betting for horseracing and cricket, and recently signed a deal with SkyBet, BSkyBís interactive betting arm, to help enhance its digital interactive service for horse racing punters.
Chris Pressley, part of the business development team at 4Interactive, Channel 4ís interactive division told, New Media Age today that it may offer a single account to let punters bet across all platforms, in which case Sky Bet would be the obvious partner.
Channel 4 ambitions, in fact, are very similar to those SkyBet, which recently acquired bookmaker Surrey Sports. However, given Channel 4ís status as a public service broadcaster and the responsibilities this entails, it will be interesting to see how the government responds to its plans.