PartyGaming and ITV Extend Deal

Posted on 16/09/07 - by Theodor Mavrodis News

Things are apparently going swimmingly for PartyGaming and U.K. broadcaster ITV - at least as far as their agreement to provide ITV viewers and PartyGaming customers cross-branded online casino and bingo games.

The agreement - originally reached in June - allows for users to be linked to PartyGaming's poker and gaming sites and for PartyGaming to develop a poker room based on ITV's Friends Reunited show and a bingo site based on the Emmerdale soap opera.

This week, according to several news outlets, things have officially come to fruition, with a PartyGaming spokesman announcing the new games have been live on ITV's Web site since Tuesday.

The two sides have indicated the objective of the deal is to fill in revenue gaps that have opened up in both industries in the past year.

ITV is looking to rejuvenate falling revenues from advertisers looking more to the Internet and to compensate for a recent scandal involving faked phone quizzes, while PartyGaming is looking for ways to boost revenues to compensate for the loss of U.S. gamblers following the implementation of the Unlawful Internet Gambling Enforcement Act.

PartyGaming is also expected to announce deals with other European media companies in coming weeks as part of a larger initiative revealed with the release their half-year results last week, although they are remaining somewhat tight-lipped about specifics.

"This is a development of the existing affiliate relationship we had with ITV," a PartyGaming spokesperson told eGaming Review. "We are not going to disclose what our future plans will yield."

The deal is ITV's second attempt at providing gaming services to its viewers. The company once brokered a deal with Sportech in early 2002 to provide interactive gaming offerings, but dropped the unprofitable enterprise in 2006.