ITV prepares to enter iGaming with its own online casino and bingo
The British group ITV, one of the main historical references of television in the United Kingdom, confirmed its entry into the online gaming business with the launch of a new digital casino and bingo brand. The project is being developed in partnership with the Gibraltar-based operator Richmond Atlantic and the technology provider Gaming Innovation Group (GiG), and is in an advanced stage of preparation for an initial launch in the coming months.
The new offering will operate under the name ITV Win Bingo & Spins, expanding the reach of the ITV Win brand, which until now focused on sweepstakes and promotional competitions. With this expansion, the broadcaster will incorporate bingo and slots content, including titles developed exclusively and linked to recognized properties of the channel.
The plan involves intensive use of ITV’s brand power and its content ecosystem. Currently, ITV Win already offers free games inspired by iconic shows such as The Chase, Deal or No Deal, and Who Wants to Be a Millionaire?, a base that the company hopes to convert into real-money deposit players. According to internal estimates, about 50 percent of the first users who make a deposit would come from the existing ITV Win base.
The commercial strategy foresees a gradual rollout. After an initial “soft launch” phase, ITV plans a full launch in early 2026, accompanied by a large-scale advertising campaign on free-to-air television, one of the group’s differential assets compared to other digital operators.
On the operational side, Richmond Atlantic was selected after a competitive process and will be in charge of executing the project. The company is led by Adam Joseph, former CEO of Eyas Gaming and with a solid track record in the industry, having worked at companies such as Betfair, Rank Group, and Bodog. Joseph described the agreement as a milestone both for his company and for the British market, emphasizing the focus on offering a safe and entertaining gaming experience.
ITV’s entry into iGaming adds to an already established trend in the United Kingdom, where major media brands have found online gaming a way to diversify. Cases like Sky Bet, talkSPORT Bet, or Heart Bingo show how media groups have been able to capitalize on massive audiences and brand trust to compete in the regulated gaming ecosystem.
With this move, ITV seeks to position itself in a highly competitive market, combining proprietary content, media reach, and a digital entertainment offering that reinforces the convergence between television and online gaming.
Tags: United Kingdom, UK, ITV Win, ITV Casino, ITV Betting