ITV Prepares To Spin The Reels And Move Into Real-Money Online Gambling
ITV, Britain’s biggest free-to-air commercial broadcaster, is preparing to enter the real-money online gambling market for the first time, marking a significant strategic shift for one of the UK’s most recognisable media brands.
The move will see the company launch online slots and bingo in the new year under its established competition platform, ITV Win.
The initiative represents a notable expansion of ITV Win, which currently focuses on free-to-play games and paid prize draws linked to some of the channel’s most popular programmes, including The Chase, Deal or No Deal and Who Wants to Be a Millionaire?.
From January, that familiar entertainment proposition will be extended into regulated gambling, with real-money bingo and slots available to players online.
Richmond Atlantic, based in Gibraltar, will oversee all regulatory and operational responsibilities for the gaming launch, while Malta’s Gaming Innovation Group will provide the technology platform.
Bingo games will be supplied by Pragmatic Play, a leading provider of online bingo and slots.
Partnerships, Strategy And Commercial Structure
Richmond Atlantic, which holds a UK Gambling Commission licence, secured a five-year profit-share agreement following a competitive tender process.
Under the terms of the deal, Richmond will shoulder the early commercial risk and cover initial setup costs, including staffing and product development.
The company declined to comment publicly on the commercial arrangements.
The move comes as Richmond reshapes its UK strategy. The business previously operated the sports betting brand Betzone, which ceased trading this month after four years.
Its chief executive, Adam Joseph, said the ITV Win project represents a new direction focused on delivering a "fun, safe and entertaining" gaming environment, supported by a fully integrated launch campaign that will include television advertising.
The new gambling offering will be hosted on itvwin.com, a domain that has until now been largely dormant.
While the site is already operating in a limited soft-launch mode, a full public rollout is expected in January.
The core strategy is to provide what insiders describe as a "softer" gaming experience, leaning heavily on ITV’s trusted brand assets and existing audience to drive customer acquisition through organic channels.
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ITV Win already charges viewers £2.50 to enter bonus draws for prizes such as holidays, cars, and cash, placing it in a strong position to cross-sell real-money gaming.
Industry sources suggest that as much as half of all first-time depositors could come from converting the existing ITV Win user base, with bingo designed to drive engagement and slots expected to generate the bulk of revenues.
The timing, however, presents challenges. The government’s Autumn Budget confirmed a sharp rise in remote gaming duty from April 2026, tightening margins across the sector.
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While plans for ITV Win’s gambling expansion were drawn up earlier this year, Richmond is said to be implementing mitigation measures, including tighter bonus strategies and adjustments to slot return-to-player rates, to protect profitability.
Even so, the venture underlines ITV’s confidence that its powerful brand and mass-market reach can still find room to grow in an increasingly pressured UK gambling landscape.
