British broadcaster ITV to launch online casino and bingo brand
ITV Win Bingo & Spins will offer slots and bingo content, including brand-exclusive games, in a deal with Richmond Atlantic.
UK.- The longstanding British broadcaster ITV has confirmed plans to move into the igaming sector with the launch of an online casino and bingo brand. It says it’s working on the platform with Gibraltar-based operator Richmond Atlantic and Gaming Innovation Group (GiG) in preparation for an “imminent“ soft launch.
The initiative will expand ITV’s existing ITV Win brand, which already runs prize draws and competitions. The offering will be rebranded as ITV Win Bingo & Spins, and will adds slots and bingo content, including brand-exclusive games.
It’s likely that the launch will make use of ITV’s well-known brand assets. ITV Win already offers free-to-play games based on shows like The Chase, Deal or No Deal and Who Wants to Be a Millionaire? The company will also have the advantage of opportunities to convert players via organic marketing channels. It estimates that 50 per cent of first-time depositors will be existing ITV Win players.
ITV says it will launch a full roll out of ITV Win Bingo and spins early in 2026. It intends to run a major television advertising campaign to promote the offering.
ITV began life in 1955 after the Television Act 1954 ended the monopoly of the British Broadcasting Corporation (BBC) on British television. It was originally a network of 15 regional broadcasters, but a series of mergers, most recently between Granada and Carlton Communications, mean that it’s now held by just two companies: ITV plc and Glasgow-based STV Group.
Richmond Atlantic is a new venture led by Adam Joseph, formerly CEO of Eyas Gaming. It won a contract to deliver the service following a competitive tender process.
Joseph, who is has held senior positions at Betfair, Rank Group and Bodog Nation, said the upcoming launch is a “milestone moment for Richmond Atlantic, and one that will redefine the igaming landscape in the UK following the expansion of ITV Win.”
He added: “The launch of ITV Win Bingo & Spins is going to be an exciting time, and we are incredibly proud to be the driving force behind bringing it to market and ensuring we have a safe and entertaining place for the customers we will drive.”
ITV’s move follows a pattern of UK media companies entering the gambling space. Sky Bet, created in 2001 after BSkyB acquired Sports Internet Group, later expanded with Sky Vegas, Sky Casino, and Sky Bingo. Its brands were absorbed into Flutter Entertainment in 2020.
Meanwhile, talkSPORT launched talkSPORT Bet with BetVictor in 2022, and Heart Bingo is managed by BV Gaming under licence from Global Media Group Services. There have also been reports that News UK plans to relaunch Sun Bets in 2026 with Playtech after closing the brand in 2018 after two years. The newspaper currently runs the Sun Bingo and Sun Vegas brands.
