ITV Expands its Gambling Operations by Partnering with PartyGaming

ITV has expanded its online gambling operations partnering with PartyGaming as it tries to supplement its terrestrial television advertising revenues. ITV.com was relaunched to the public during July and provided a link to PartyGaming’s website, but since Tuesday online users have been able to play the games directly through a connection on the main page of the broadcaster’s site.

The games available include virtual versions of blackjack, roulette, slot machines and other popular games of chance. A representative said: “These new games are an extension of the existing portfolio we have already had on the site.”

Michael Grade, executive chairman, has said he is looking to ITV.com to provide additional earnings. Its revenues for the first half of 2007 were £4million, a 100% increase on the performance for the previous year.

Mr Grade has been at the forefront of calls by leading broadcasters to re-establish trust with viewers in the wake of the scandals that have focused on viewers phoning in PartyGaming said on Wednesday the ITV deal showed that its ability to forge alliances with well established blue-chip companies “says something about the value and capability of our gaming products. It is a very good endorsement”. It declined to give details about the contract.

Most agreements of this kind are for durations of at least three years and the relationship opens up the possibility of a reciprocal deal that would see PartyGaming advertise on ITV. PartyGaming’s shares rose 2.7% to 28¼p in heavy trading.

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