Top ITV Studios brands including Dancing On Ice, Coronation Street and I’m a Celebrity… Get Me Out of Here! have been turned into themed bingo rooms as part of a revived multimedia venture.

The deal, inked between FoxyBingo company Cashcade and the commercial broadcaster last week, will see special bingo rooms created on new microsite

The site was previously run by PartyGaming, but under Cashcade, it has been given a complete image revamp and a brief to be more female-friendly.

Each themed room is embedded with the ITV Player, linking the most recently shown episodes of the programme, so fans can catch up while they play.

The rooms will also have a chat facility, so users can talk to other fans online about the show while the bingo is under way.

An ITV spokeswoman said the new multiplatform deal would bring together ITV’s most-loved brands with the UK’s leading online bingo businesses.

Producer ITV Studios and Cashcade