ITV Expands into Online Gaming
UK commercial broadcaster ITV has confirmed plans to enter the online gaming market with the launch of a new online casino and bingo platform. The new offering is expected to fully launch in early 2026, following an imminent soft launch.
To support this expansion, ITV has partnered with Richmond Atlantic and Gaming Innovation Group (GiG). The move marks a major step for ITV as it broadens its digital entertainment portfolio beyond traditional broadcasting.
ITV Win to Be Rebranded as ITV Win Bingo & Spins
As part of the rollout, ITV will rebrand its existing competition platform, ITV Win, as ITV Win Bingo & Spins. Previously, ITV Win focused solely on prize draws and competitions.
Richmond Atlantic, a Gibraltar-based operator, will integrate the new gaming functionality into the platform. Meanwhile, GiG will provide the technology to power both the casino and bingo products.
Slot-Led Casino Offering
The casino section of ITV Win Bingo & Spins will focus primarily on slot games. This will include a mix of well-known titles alongside exclusive branded content, designed to appeal to a broad UK audience.
According to ITV, the platform is currently in the final stages of development. A soft launch is expected shortly, followed by a full nationwide rollout in the new year. The launch will also be supported by a major television advertising campaign.
Richmond Atlantic Calls Deal a “Milestone Moment”
Richmond Atlantic is a newly formed venture led by CEO Adam Joseph, who previously served as CEO of Eyas Gaming. Joseph also held senior roles at Rank Group, Bodog Nation, and Betfair.
The company secured the ITV partnership through a competitive tender process.
“This is a milestone moment for Richmond Atlantic and one that will redefine the iGaming landscape in the UK,” Joseph said. He added that the company is focused on delivering a safe, engaging, and responsible gaming experience for ITV’s audience.
Broadcasters and Gambling: A Familiar Path
ITV is not the first UK broadcaster to enter the gambling space. Sky Bet was launched in 2001 following BSkyB’s acquisition of the Sports Internet Group. The Sky gambling brands were later acquired by Flutter Entertainment in 2020.
Similarly, radio broadcaster talkSPORT operates talkSPORT Bet in partnership with BetVictor. In addition, BV Gaming runs Heart Bingo under licence from Global Media Group Services.
With its strong brand recognition and marketing reach, ITV’s entry could significantly reshape competition within the UK iGaming market.