ITV, one of Britain’s main terrestrial broadcasters, is getting in on the gambling sector – though the timing of the decision may raise a few eyebrows given the political environment the industry is facing.

The company announced yesterday that it has partnered with Richmond Atlantic, a newly created Gibraltar-based firm specialising in gaming brand launches, to integrate Bingo and ‘Spins’ (i.e. slots) into the ITV Win platform.

A specific launch date for the new vertical has not been announced, all we know so far is that the ITV-branded gaming products will go live sometime in the New Year – likely prior to the new gaming tax regime coming into effect in April 2026.

The timing of the launch is interesting not just because of the incoming taxes, however. ITV recently agreed to sell a substantial chunk of its media business to Sky, and it appears the company is now eyeing up new revenue streams.

Adam Joseph, CEO of Richmond Atlantic, said: “From concept to full market rollout, Richmond Atlantic blends creative vision, data-driven strategy and cutting-edge technology to deliver standout player experiences, and that’s exactly what we will be doing with ITV Win.

“The new ITV Win Bingo & Spins site is in the final stages of development with a soft launch imminent. This will be followed by a full roll-out in the New Year, including a major TV advertising campaign.

“This is a milestone moment for Richmond Atlantic and one that will redefine the iGaming landscape in the UK following the expansion of ITV Win.”

ITV’s bold gamble – but not its first

ITV Win is the broadcaster’s competitions platform, offering cash jackpots as well as contests to win high value prizes like new cars and destination holidays. The launch of Bingo and Spins would significantly align the platform more with the traditional gaming space.

This of course could come with new exposures. The company will have advertising standards to think of, quite an important area given how crucial advertising is to its broadcasting revenues, as well as player protection, affordability, and taxation.

As stated above, gaming taxes are set to go up from April 2026, though crucial bingo is going to be excluded, giving ITV a huge break in this regard. Slot games, however, will be subject to 40% Remote Gaming Duty, up from the current rate of 21%.

ITV likely had its gaming ambitions on the agenda for some time, prior to the tax debate even commencing, so the firm’s decision is probably not as unusual as it first appears. Also, the broadcaster is no stranger to working directly with the gaming space.

From 2009 to 2018, ITV’s late-night programming featured Jackpot247, an interactive gaming show operated by NetPlay TV. The programme was discontinued in 2019 after Betsson AB, the primary investor in NetPlay TV, wound down its UK business, marking the end of NetPlay’s presence in British media.

ITV also launched a new game show earlier this year in partnership with the People’s Postcode Lottery, ‘Win Win’. Similar to the ITV Win platform, the game show offers a range of prizes from cars and luxury holidays to large cash sums.

Is now the time?

Nonetheless, the company will find itself entering gambling at perhaps the most politically sensitive time the industry has faced for some years.

Some politicians are also becoming increasingly frustrated with the industry and regulation of it, believing that the 2020-2023 review of the 2005 Gambling Act did not go far enough – particularly on areas like advertising and marketing.

There is also the question of how ITV can stand out in such a competitive market? The company will likely be looking at the success of Sky Bet and Sky Vegas as the ideal success stories of media-branded gaming endeavours. DAZN Bet and TalkSPORT Bet have also managed to stick around.

However, media entries into gambling in the UK are hardly rare, and also not always successful. The Sun’s Sun Bets bookmaker found little success, for example, and was ultimately shut down in 2018, though it does still maintain bingo and casino platforms, managed by Red Rock Management Services. It also has extensive betting affiliate operations.

Also, ITV’s history of running prize draws and contests is far from squeaky clean. An Ofcom investigation back in 2020, for example, concluded that ITV had ‘failed to follow proper procedures’ relating to some TV-show related prize draws, leading to tens of thousands of customers entering contests with ‘no chance’ of winning.

None of these factors have impacted Richmond Atlantic’s confidence, however.

Joseph added: “The trust ITV has put in us is significant and it has only done this because it is confident we can deliver a fun, entertaining and engaging casual player experience with responsible gambling at its core.

“Richmond Atlantic is supported by one of the most experienced teams in the industry, especially when it comes to developing, launching and growing big-name iGaming brands in highly regulated markets.

“The launch of ITV Win Bingo & Spins is going to be an exciting time, and we are incredibly proud to be the driving force behind bringing it to market and ensuring we have a safe and entertaining place for the customers we will drive.”