ITV Set to Launch Online Slots and Bingo in the UK
ITV’s Entry into Online Gambling
ITV, the leading free-to-air commercial broadcaster in the UK, is preparing to launch a real-money online gambling platform in early 2024. This initiative comes through a collaboration with Gibraltar-based Richmond Atlantic, leveraging technology provided by Malta-based Gaming Innovation Group (GiG).
What Will the ITV Win Platform Offer?
The new gambling product will be hosted on the itvwin.com domain, which is currently displaying a splash page while operating discreetly in a soft-launch phase. The official public launch is planned for January. ITV Win aims to provide a relaxed and enjoyable gaming experience, emphasizing slots and bingo. The platform will capitalize on ITV’s popular intellectual properties (IPs) and focus on attracting players through organic marketing efforts.
Currently, ITV Win features free-to-play games inspired by well-known ITV shows such as The Chase, Deal or No Deal, and Who Wants to Be a Millionaire? The site also includes bonus draws that allow players to enter for a small fee of GBP 2.50 (around $3.30), with prizes that include holidays, cars, and cash rewards. It is anticipated that up to 50% of new depositors will come from converting existing users of the ITV Win free-to-play audience into paying customers for the new bingo and slots offerings.
The bingo games are designed to boost user participation and engagement, while the slots are expected to contribute the largest share of revenue for the platform.
Overview of ITV’s Gambling Ventures
This online gambling launch is one among several recent betting-related developments by ITV. Earlier in the year, the network secured a long-term deal to broadcast UK horse racing through 2030, a sport closely linked with betting culture in the region.
The Role of ITV’s Partners in the New Project
Richmond Atlantic, licensed by the UK Gambling Commission and led by CEO Adam Joseph, will manage the licensing and regulatory aspects for ITV. Richmond has previous experience with UK sports betting having operated the Betzone brand until recently shifting strategic focus. Joseph has emphasized that ITV Win will prioritize a safe, fun, and entertaining gaming environment, collaborating closely with GiG to surpass player expectations. The full platform launch will include a wide-reaching marketing campaign with television advertisements.
The partnership involves a five-year profit-sharing agreement where Richmond assumes initial trading risks and funds key startup tasks like staffing and product development. GiG will provide the core technology, including an integrated single-wallet system, while Pragmatic Play will supply the bingo games featured on the site.
Challenges and Industry Context
Despite the positive outlook shared by ITV and its partners, some industry observers are cautious about the timing of this launch. The UK government recently introduced a significant increase in betting taxes, creating uncertainty and prompting many gambling operators to reassess their strategies in response to this regulatory change.
