As reported by Reuters, publicly listed online gambling group Party Gaming has scored a major coup with a white label deal* to provide television broadcaster ITV with branded betting, casino and bingo games on its websites.
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. 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 QQWIN99 product.
The appearance is 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 Corontion 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.”
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