Littlewoods and Betting Corp announce new service for UK
By abigail
Betting Corp UK Ltd. and Game On announced yesterday a new interactive games service. Together, they will provide the distribution of Betting Corp's Interactive Television (iTV) games and services through Littlewoods' Game On portal.

The agreement integrates solution of Littlewood's OLGA, of which Game One is part, and Betting Corp's Ultimate One Technology platforms.

The new service can be accessed behind the red button in the United Kingdom through Littlewoods 'Game One' betting and fixed-odds games portal on ITV's Interactive Services Menu (ISM). The ISM will be available to Sky digital viewers in approximately 7.4 million households in the UK.

Sky Digital subscribers can use their single Game On Internet account to play any of the games on the interactive service.

Betting Corp's games will be re-skinned and deployed on the Ultimate One system while Littlewoods' OLGA solution will handle the accounts and payment aspects of the service.

Peter Cuffe, Director of Interactive of Littlewoods Gaming, says that betting services live are on ITVi 24 hours a day. 'Having explored the ¾ screen game genre, we are now excited to begin introducing full-screen Betting Corp products to drive revenue and add another dimension to the ITV viewer experience.'

'Our continued dedication to the new media gaming business and the pursuit of quality and an unparalleled customer experience allowed us to seize this opportunity', said Michael Lobel, Chief Executive Officer of Betting Corp.

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