UK broadcaster ITV to launch online casino offering

Summary

ITV is entering the online gaming market by expanding its ITV Win platform into a casino and bingo product, to be rebranded as ITV Win Bingo & Spins. The broadcaster has partnered with Gibraltar-based Richmond Atlantic to integrate the new functionality and appointed Gaming Innovation Group (GiG) to power the casino and bingo technology. The service will focus predominantly on slot games, including established titles and branded exclusives. A soft launch is described as “imminent” with a full roll-out planned for early 2026 supported by a major television advertising campaign.

Key Points

ITV will rebrand ITV Win as ITV Win Bingo & Spins and add casino and bingo products.
Richmond Atlantic (Gibraltar-based) will integrate the new functionality after winning a competitive tender.
GiG (Gaming Innovation Group) has been onboarded to power the online casino and bingo technology.
The casino will prioritise slot games, mixing established content with specialist branded exclusives.
A soft launch is imminent with a full roll-out in early 2026, backed by a major TV advertising push.

Why should I read this?

Because ITV isn’t just making a punt — it’s taking a proper swing at the iGaming market. If you care about who owns player attention, advertising clout or how legacy media brands shift into gambling, this is the kind of move that changes the competitive map. Quick read, big implications.

Context and relevance

This move follows a history of broadcasters entering gambling (Sky Bet, talkSPORT Bet, Heart Bingo) and underlines how media brands leverage trusted audiences to launch wagering products. Richmond Atlantic’s leadership (Adam Joseph) and GiG’s platform expertise suggest ITV is aiming for a regulated, brand-driven proposition rather than a one-off experiment. Expect increased TV-driven acquisition, more branded exclusives and renewed competition for player attention in the UK market — all relevant to operators, affiliates, regulators and advertisers.