Blog Post Adds PartyGaming's Online Gambling To Bump ITV Play Returns

Stay on Top of Enterprise Technology Trends

Get updates impacting your industry from our GigaOm Research Community
Join the Community!

PartyGaming (LON:PRTY) has extended a deal with ITV (LON:ITV), providing the broadcaster’s recently relaunched website with a range of branded pay-to-play online games. Announcing record, 29 percent-better H1 profits last week, the Gibraltar-based offshore outfit hinted it would strike a white-label deal. eGaming Review today spotted (and Reuters confirmed) it had gone live with several games on, including Emmerdale Bingo and ITV-branded casino, backgammon and betting sections. ITV even launched Friends Reunited Poker, in an attempt to reignite the revenue potential of the once-mighty social network.

PartyGaming told EGR it’s an extension of an existing ITV relationship; it’s also looking for similar alliances with more publishers. ITV was faced with the prospect of gaming revenue drying up when it took its ITV Player 24/7 participation quiz channel off-air in March amid a series of call-TV scandals that affected several channels. But the ITV Play brand lives on as an ITV 1 and 2 strand and its extension on the web could benefit from the growth in online gaming.