The broadcaster has teamed up with online bingo specialist jackpotjoy.com to launch Coronation Street Bingo, Emmerdale Bingo, Celebrity Bingo, and ITV Bingo.
Developed and delivered by jackpotjoy, the games will be accessed and promoted on ITV.com and the micro-sites dedicated to Coronation Street, Emmerdale and I'm a Celebrity, using editorial, banners and micro-games.
Games will cost on average 10p with prize money of up to£30,000.
Colin Ramsay, head of online sales at ITV said that partnerships which will help the broadcaster to extend brand loyalty will be commonplace in ITV's strategy going forward.
"We see the convergence of traditional media brands and the new platforms such as online and mobile as the future of brand development, offering new services to our existing viewers and attracting new viewers via a wide range of branded outlets across the whole gamut of emerging platforms," he said.