SEARCH BETSAGE...
WHITE LABEL DEAL SIGNED BETWEEN PARTY GAMING AND ITV
Branded betting, casino gaming and bingo appears on ITV websites
Publicly listed online gambling group Party Gaming has scored a major coup with a white label deal to provide television broadcaster ITV plc with branded betting, casino and bingo games on its websites, the Reuters news agency reports.
A Party Gaming spokesman said the games were already up on ITV's website, confirming a report in industry magazine eGaming Review.
Party Gaming hinted at a major white label deal with "a leading household brand" in its results statement last week (see previous InfoPowa report)
eGaming Review reports that the white-label products, which at present include Emmerdale Bingo and ITV-branded casino and betting products, have appeared on the site within the last 48 hours. The ITV-owned Friends Reunited has also gone live with a poker product.
The appearance are believed to be the soft launch prior to the release of a more extensive number of products. ITV broadcasts some of the most popular programming on UK television, including Coronation Street and X-Factor as well as Emmerdale.
A spokesperson for Party 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.�
The deal marks ITV�s second venture into gaming services. The company entered into a deal with Sportech to provide gaming-related products through its interactive service in early 2002, abandoning the loss-making enterprise in January 2006.
Back to News Menu...