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ITV is getting ready to step into UK iGaming. The commercial broadcaster confirmed plans to launch an online casino and bingo product, extending its digital push beyond competitions and prize draws.
The move leans on established partners and the broadcaster wide reach, setting up a new consumer play that blends entertainment and gaming under a familiar brand.
Good to Know
- ITV Win will relaunch as ITV Win Bingo & Spins
- Slot led casino content will sit alongside bingo
- A national TV ad campaign will support the rollout
ITV Win Shifts From Prizes to Play
ITV will work with Gibraltar based Richmond Atlantic to add casino and bingo functionality to ITV Win. The platform will relaunch under the name ITV Win Bingo & Spins.
Gaming Innovation Group will power the casino and bingo backend. Slot games will anchor the casino side, mixing established titles with branded exclusives designed for the platform.
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In a statement released Wednesday, ITV said a soft launch is close, with development now in final stages. A full launch is planned for early next year, supported by a large scale television advertising campaign.
Partners Bring Experience and Scale
Richmond Atlantic enters the market with leadership drawn from established UK gaming names. Adam Joseph leads the venture as CEO after previous roles at Eyas Gaming, Rank Group, Bodog Nation, and Betfair.
The company secured the ITV deal following a competitive tender process. Adam Joseph said:
“This is a milestone moment for Richmond Atlantic, and one that will redefine the iGaming landscape in the UK following the expansion of ITV Win.
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The launch of ITV Win Bingo & Spins is going to be an exciting time, and we are incredibly proud to be the driving force behind bringing it to market and ensuring we have a safe and entertaining place for the customers we will drive.
Richmond Atlantic is supported by one of the most experienced teams in the industry, especially when it comes to developing, launching and growing big-name iGaming brands in highly regulated markets.”
Broadcasters and Gambling Already Share History
ITV follows a path carved by other UK media groups. Sky Bet launched in 2001 after BSkyB acquired Sports Internet Group and later expanded into Sky Vegas, Sky Casino, and Sky Bingo. Flutter Entertainment acquired those brands in 2020.
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