Online gambling company, PartyGaming, has announced a deal with British television broadcaster, ITV.
The deal will see PartyGaming providing ITV with online branded betting, casino and bingo games.
All of the games are currently running on ITV’s website at ITV.com, including Emmerdale Bingo, ITV-branded casino and betting products and the ITV-owned Friends Reunited has also gone live with a poker product.
The deal with PartyGaming is currently ITV’s second venture into online gaming services. The first deal was with Sportech, to provide gaming-related products through its interactive service in 2002.
ITV is known for broadcasting some of the most popular programming on UK television including X-Factor and Coronation Street.
The new games are believed to be a soft launch prior to the release of a more extensive number of gaming products.
A spokesperson for PartyGaming, 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.”
PartyGaming began in 1997, and has since become the world’s leading listed online gaming company. The groups key gaming sites include PartyPoker.com, PartyCasino.com, and PartyBingo.com.