UK commercial broadcaster ITV has announced plans to expand into the gaming market with the launch of a new online casino and bingo offering.
ITV will partner with Gibraltar-based Richmond Atlantic to integrate functionality into its existing ITV Win platform. ITV Win, which previously only offered competitions and prize draws, will be rebranded as ITV Win Bingo & Spins.
In addition, ITV has onboarded Gaming Innovation Group (GiG) to power online casino and bingo. The casino offering will primarily focus on slot games, including established content and specialist branded exclusives.
In a statement Wednesday, the broadcaster said a soft launch of ITV Win Bingo & Spins was “imminent”, with development in the final stages. A full roll-out is set for the new year and will be supported by a major TV advertising campaign.
ITV to ‘redefine’ iGaming in the UK
Richmond Atlantic is a new venture backed by industry experience including Adam Joseph as CEO. Joseph was most recently CEO of Eyas Gaming and also previously worked in senior roles with Rank Group, Bodog Nation and Betfair.
The company secured the new ITV partnership after a competitive tender process.
“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,” Joseph said.
“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.
ITV will by no means be the first UK broadcaster to venture into the gambling sector. Sky Bet was formed in 2001 shortly after BSkyB acquired the Sports Internet Group and grew to also include Sky Vegas, Sky Casino and Sky Bingo. All these brands are now part of the Flutter Entertainment business after being acquired in May 2020.
Away from television, radio station talkSPORT operates talkSPORT Bet in partnership with the BetVictor Group. Meanwhile, BV Gaming runs Heart Bingo under licence from Global Media Group Services, the parent company of Heart Radio.
ITV will partner Richmond Atlantic and GiG to launch the new offering fully in early 2026.