Britain’s biggest free-to-view commercial broadcaster ITV is primed to launch real-money online gambling in the new year, NEXT.io can reveal.
Britain’s largest free-to-view commercial broadcaster ITV is primed to launch real-money online gambling in the new year, NEXT.io can exclusively reveal.
ITV – launched in 1955 as the UK’s first commercial TV channel – will provide slots and bingo games online to its audience for the first time via its established competition brand, ITV Win.
The launch of online gambling via ITV Win will be facilitated by Gibraltar-based venture Richmond Atlantic and powered by Malta-based Gaming Innovation Group (GiG).
Richmond, which is licensed by the UK Gambling Commission, will manage licensing and compliance on behalf of ITV, while the technology will be provided by GiG, including a single account wallet. The bingo product will be powered by Pragmatic Play.
NEXT.io understands the five-year profit-share agreement was secured by Richmond following a competitive tender process. Richmond will cover the early trading risk, as well as initial set-up costs, including salaries and product development.
Richmond Atlantic said it does not discuss commercial agreements with clients when contacted by NEXT.io.
Run by CEO Adam Joseph, Richmond previously launched online sports betting brand Betzone in the UK. Betzone ceased trading this month after a four-year stint, with Richmond now headed in a new strategic direction.
“The ITV Win brand is a fun, safe and entertaining place to play,” Joseph told NEXT.io. “We’re working hard alongside platform partner GiG to ensure that we not only meet but exceed player expectations. The full launch is next month, when we intend to bring together a fully integrated campaign, including TV advertising.”
ITV Win’s prime asset portfolio
The new offering will go live on itvwin.com, an inactive domain which currently states: We are working hard to bring you all your favourite games and entertainment soon!
Behind the splash page, the site is in soft-launch mode, with a full launch expected to be unveiled in January.
The business plan in simple terms is to offer customers a so-called “softer” gaming experience via slots and bingo on ITV Win by taking advantage of ITV’s extensive list of brand assets while converting players from organic marketing channels.
ITV Win at present offers free-to-play games using IP from the channel’s hit shows such as The Chase, Deal or No Deal and Who Wants to Be a Millionaire?
It also advertises bonus draws, which viewers can enter for £2.50 for the chance to win prizes including holidays, cars and cash, so the site is arguably well positioned for an integrated gambling proposition.
Indeed, up to 50% of first-time depositors (FTDs) are expected to be achieved by successfully converting the existing ITV Win audience to the ITV Win Bingo & Spins product.
The bingo offering is designed to boost activity and engagement, while the slots vertical will be the primary driver of revenue.
Budget mitigation measures
The timing is far from ideal to launch a new online gambling brand in the UK after a sharp rise in remote gaming duty from April 2026 was announced in the Autumn Budget.
NEXT.io understands discussions over the launch began in spring, so original financial projections were markedly different to where they are now. However, Richmond intends to retain significant profits from the original business plan through a series of mitigation measures, NEXT.io has learned.
This strategy will rely on leaning into landscape changes as driven by the budget with a view to capitalising on the inevitable outcome that competitors either reduce investment in the UK, or move away from the market entirely.
Further necessary mitigation measures will include a lowered RTP rate on slots to increase margins, as well as reduced bonuses as a percentage of GGR.