ITV Plans Gambling Push Through Expanded ITV Win Platform

ITV Plans Gambling Push Through Expanded ITV Win Platform

ITV is preparing to take a measured step beyond its traditional broadcasting business with the planned launch of an online casino and bingo platform, marking a new phase in the evolution of its ITV Win brand. The broadcaster has confirmed that the new offering, branded as ITV Win Bingo & Spins, is being developed in partnership with Gibraltar-based operator Richmond Atlantic and platform provider Gaming Innovation Group (GiG). A soft launch is expected in the near term, with a broader rollout scheduled for early 2026.

The move represents a structural expansion rather than a standalone venture. ITV Win has operated for several years as a prize draw and competitions platform, positioned around low-barrier participation and familiar television-linked content. By adding slots and bingo to that framework, ITV is extending an existing ecosystem rather than introducing a separate gambling brand. This approach allows the broadcaster to build on established user relationships while testing a different commercial model.

ITV Win Bingo & Spins is expected to feature a mix of slot titles and bingo products, including games developed specifically for the brand. While detailed content plans have not been disclosed, ITV has indicated that the platform will draw on its existing intellectual property where appropriate. ITV Win already hosts free-to-play titles connected to programmes such as The Chase, Deal or No Deal, and Who Wants to Be a Millionaire?, and these associations are likely to inform how the new platform is presented to users.

One of the central assumptions behind the launch is that ITV's existing audience can be converted into paying customers without relying heavily on external acquisition channels. The broadcaster has suggested that around half of initial depositors will come from within the current ITV Win user base. This internal conversion strategy reflects the advantage held by media groups with large, established audiences and direct communication channels.

Promotion is expected to play a significant role once the platform moves beyond its initial phase. ITV has confirmed plans for a major television advertising campaign to support the full launch in 2026. Unlike many gambling operators that rely on digital marketing networks, ITV can promote its products across its own broadcast and online platforms, giving it a degree of control over messaging and reach that few competitors can match.

Operational responsibility for the project sits with Richmond Atlantic, a newly formed gambling operator led by Adam Joseph. The company was selected through a competitive tender process and will work alongside GiG to deliver the technical infrastructure. Joseph brings experience from previous senior roles at Eyas Gaming, Betfair, Rank Group, and Bodog Nation, positioning Richmond Atlantic as a service-focused partner rather than a consumer-facing brand.

Joseph has described the ITV partnership as a defining moment for the company, framing it as part of a broader shift in how media brands engage with online gambling. While such statements point to ambition, the deal's structure suggests a cautious allocation of roles, with ITV retaining brand control while outsourcing regulatory and operational complexity to specialist partners.

For ITV, the move into online gambling represents a notable diversification, particularly given its historical role in British media. Established in 1955 following the Television Act 1954, ITV emerged as a commercial alternative to the BBC, initially operating as a network of regional broadcasters. Decades of consolidation have since reshaped the group, leaving ITV plc as the primary commercial entity alongside Scotland's STV Group.

The broadcaster's decision to expand into gambling aligns with a wider pattern across the UK media sector. Sky's entry into betting in the early 2000s, followed by the development of Sky Bet, Sky Bingo, and Sky Casino, demonstrated how media brands could translate audience trust into gambling revenue. Those assets were later absorbed into Flutter Entertainment, but the model has continued to influence the market.

Other examples include talkSPORT Bet, launched in partnership with BetVictor in 2022, and Heart Bingo, operated under licence by BV Gaming. News UK has also maintained a presence through Sun Bingo and Sun Vegas, and industry reports suggest a potential return of the Sun Bets brand in the coming years. ITV's move, therefore, does not stand in isolation, but it does carry particular visibility due to the broadcaster's reach and public profile.

That visibility also brings regulatory and reputational considerations. Gambling remains a sensitive topic in the UK, with ongoing debate around advertising, consumer protection, and social responsibility. ITV has not provided detailed public commentary on how these issues will be addressed within ITV Win Bingo & Spins, but the decision to proceed with a phased launch suggests an intent to monitor performance and compliance before scaling activity.

The involvement of established partners such as GiG also points to an emphasis on regulatory alignment and technical stability. For ITV, maintaining trust with its audience is likely as important as commercial performance, particularly as the new platform sits alongside entertainment brands with broad demographic appeal.