WHITE LABEL DEAL SIGNED BETWEEN PARTY GAMING AND ITV

7 September 2007

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.

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