ITV, Britain’s largest free-to-air commercial broadcaster, is set to enter the real-money online gambling market in the new year through a partnership with Gibraltar-based Richmond Atlantic, using technology provided by Malta-based Gaming Innovation Group (GiG).
What Will ITV Be Offering?
The new product will launch on itvwin.com, a domain that is currently inactive. While visitors see only a splash page, the site is already operating in a soft-launch phase, with a full public rollout scheduled for January. ITV plans to deliver a more “relaxed” gaming experience focused on slots and bingo under the ITV Win brand, leveraging ITV’s extensive portfolio of well-known IP and converting players through organic marketing channels.
Currently, ITV Win features free-to-play games based on popular ITV programs such as The Chase, Deal or No Deal, and Who Wants to Be a Millionaire?. The site also promotes bonus draws, allowing viewers to enter for GBP 2.50 (about $3.30) for the chance to win prizes including holidays, cars, and cash. Officials expect that as much as 50% of first-time depositors will come from converting the existing ITV Win audience to the ITV Win Bingo & Spins product.
Finally, ITV’s bingo offering is intended to drive participation and engagement, while the slots offering is expected to generate the bulk of revenue.
ITV’s new online isn’t the only gambling-related business development that the media company has announced in recent months. Earlier this autumn, for example, ITV signed a deal to broadcast horse racing through 2030, a sport which in the UK is almost synonymous with betting.
Here’s What ITV’s Partners Will Do In the New Project
As mentioned, Richmond, which holds a license from the UK Gambling Commission, will oversee licensing and regulatory compliance for ITV. Led by CEO Adam Joseph, Richmond previously launched the UK-facing online sports betting brand Betzone. After operating for four years, Betzone ceased trading this month, as Richmond shifts toward a new strategic focus.
Joseph said the ITV Win brand is intended to offer a fun, safe, and entertaining gaming environment, adding that Richmond is working closely with platform partner GiG to not only meet but exceed player expectations. He noted that the full launch is scheduled for next month and will be supported by a fully integrated marketing campaign, including television advertising.
The five-year profit-sharing deal was awarded to Richmond after a competitive tender, with the company assuming early trading risk and funding initial setup expenses such as staffing and product development. Meanwhile, GiG will supply the technology stack, including a single-wallet account system, while the bingo product itself will be delivered by Pragmatic Play.
Despite ITV and its partners expressing optimism about the new business venture, some critics say that now is not the time for venturing into the gambling scene in the UK. That’s because the country’s government recently revealed a steep increase in betting taxes, which sent many gambling companies into a frenzy to reevaluate their business strategies.