Britain’s ITV to Introduce Real Money Online Gambling

ITV, Britain’s largest free-to-view commercial broadcaster, is reportedly preparing to take its first step into real-money online gambling. The move, expected to go live in the new year, will see the broadcaster introduce slots and bingo games under its established ITV Win brand, marking a significant expansion of a platform that has so far focused on competitions and free-to-play entertainment.

Founded in 1955 as the UK’s first commercial television channel, ITV has long leveraged its programming to build direct-to-consumer engagement. The rollout of real-money gaming on ITV Win is being delivered through a partnership with Richmond Atlantic, a Gibraltar-based company, which will oversee licensing and regulatory compliance.

Technology for the platform will be from by Malta-based Gaming Innovation Group, including a single-wallet account system. The bingo product will rely on Pragmatic Play, adding a familiar supplier to the mix for UK players accustomed to mainstream bingo networks.

According to sources familiar with the in-depth details of the arrangement, Richmond secured a five-year profit-share agreement following a competitive tender process. As part of the deal, Richmond will assume early trading risk and cover initial setup costs, including staffing and product development.

A Dable with a Strategic Reset

Richmond Atlantic, led by chief executive Adam Joseph, has previously operated in the UK market through online sportsbook Betzone. That brand ceased operations earlier in 2025, with Richmond now shifting focus toward platform-led partnerships rather than standalone consumer brands.

ITV Win is a brand positioned around accessibility and entertainment, and the company is working closely with GiG to deliver an experience that meets regulatory expectations while appealing to a broad audience. A fully integrated marketing campaign, including television advertising, is likely in the works to support the full launch.

Currently, ITV Win offers free-to-play games built around intellectual property from some of ITV’s most recognisable programmes, including The Chase, Deal or No Deal, and Who Wants to Be a Millionaire?

The platform also promotes paid prize draws, allowing users to enter for a chance to win cash, holidays, and cars. That existing structure places ITV Win in a position to transition users toward regulated gambling products without introducing an entirely new brand.

The Aim for a Soft Landing

The underlying strategy is to position ITV Win as a more accessible entry point into online gambling, with an emphasis on slots and bingo rather than high-intensity betting products. Bingo is potentially going to play a key role in driving engagement and repeat visits, while slots are likely to generate the bulk of revenue.

Up to half of first-time depositors could come from converting ITV Win’s existing user base. By relying heavily on organic reach and familiar television-linked branding, the platform aims to reduce reliance on traditional affiliate marketing while maintaining compliance with UK advertising standards.

If successful, ITV Win’s expansion into real-money gaming would represent one of the most prominent examples of a mainstream UK media brand leveraging entertainment loyalty to enter the regulated online casino market.