British broadcaster ITV will now be able to provide online branded betting, casino and bingo games thanks to a white label deal it signed with PartyGaming, one of the largest online gambling companies in the industry.
ITV’s website (ITV.com) is already running the games including Emmerdale Bingo and ITV-branded casino and betting products, according to PartyGaming. Friends Reunited, ITV owned, has also made available an online poker product.
This is ITV’s second venture into gaming services. The first being in 2002 with Sportech which provided its interactive gaming related products. They abandoned the service in 2006 due to loses generated.
ITV is responsible for dome of the UK’s most popular programming and these latest game additions are believed to be just the beginning and a more extensive release of gaming products is to follow.
A spokesperson for PartyGaming said: “This is a development of the existing affiliate relationship we had with ITV. We are not going to disclose what our future plans will yield.â€Â
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