Network enters partnership to provide interactive betting and gaming services across all of its output
ITV has entered into a strategic partnership with gaming company Littlewoods Leisure to provide interactive services across all its output, writes Steve Aston

The deal, an extension of an earlier sponsorship arrangement between Littlewoods Leisure owner Sportech and ITV, will see interactive gaming and betting strands developed for all genres of ITV programming on all ITV-branded channels.

The enhanced content, the first elements of which are expected to launch in the autumn, will be available across all platforms. It will be pay-to-play content and ITV will take a cut of all revenues.

Littlewoods Leisure e-gaming director Peter Cuffe said: 'This is a broadcast deal so the emphasis is on making gaming and betting available to anyone, no matter what type of TV system they have.' He added the company would adapt its existing door-to-door collection service to include the use of gamecards.

Under the existing sponsorship deal, signed last August, Littlewoods sponsors ITV's Predictor service, an interactive prize-based quiz which allows ITV Digital viewers to predict things like the number of goals scored during live ITV matches as well as during Saturday show On the Ball. The arrangement ends at the close of the current football season.