Key Moments:
- ITV Win is transitioning from free-to-enter competitions to offering real-money online bingo and casino games in the UK.
- Gaming Innovation Group Software (GiG) has been selected to provide the technology platform for the new offering, supporting regulatory compliance and player protection.
- Shares in GiG Software SDR traded 5.75 per cent lower at SEK5.00 following the announcement.
ITV Win’s Strategic Shift to Regulated Gaming
ITV Win, the digital entertainment arm associated with the UK’s largest commercial broadcaster, has unveiled plans to expand its activities into real-money online casino and bingo within the United Kingdom. This move follows the recent confirmation of a technology agreement involving Gaming Innovation Group Software (GiG) and Richmond Atlantic, signaling ITV Win’s transition from prize-based competitions into the realm of regulated digital gambling.
Deployment Plans and Market Approach
Under this initiative, GiG will supply the platform to support ITV Win Bingo and Spins. The enhanced product is in the final development stages and is slated for a limited soft launch ahead of a broader release, which will be supported by nationwide marketing efforts early next year.
Historically, ITV Win provided free-to-enter competitions, allowing viewers to win cash, vacation packages, and exclusive experiences related to ITV programming. However, this original model did not involve any real-money wagering.
The new iteration of ITV Win will introduce regulated real-money bingo alongside casino games, integrating the brand for the first time into the UK’s gambling regulatory framework. The platform will include player verification, affordability assessments, and embedded responsible gaming features from day one.
Bingo has been chosen as an entry point due to its alignment with ITV’s core audience, many of whom engage with the brand through casual prize draws rather than high-intensity gambling. Casino offerings will be positioned alongside bingo as a supplementary product, reflecting a measured approach to entering the market.
Platform Technology from GiG
GiG Software’s platform will deliver a suite of services for ITV Win’s new venture, comprising player account management, payment processing, and regulatory reporting capabilities. As GiG already provides technology solutions for other licensed operators in the UK, the platform is built to align with UK Gambling Commission requirements.
Chief executive Richard Carter said the partnership represented an important step for the company’s UK ambitions.
“Partnering with Richmond Atlantic to power ITV Win represents a major milestone for GiG in the UK,” Carter said. “ITV is one of the most iconic brands in British entertainment, and supporting their entry into soft gaming underlines the strength, flexibility, and trust in the GiG technology ecosystem.”
He added that the agreement demonstrated GiG’s focus on delivering secure and scalable platforms that allow partners to innovate responsibly while remaining compliant.
Richmond Atlantic to Manage Operations
Richmond Atlantic will be responsible for operating the new ITV Win bingo and casino platform, holding the required UK licenses and overseeing daily operations. The company’s foundation centers on launching and managing gaming brands within the British market.
Richmond Atlantic chief executive Adam Joseph said the partnership with GiG provided the technical foundation needed to move forward.
“The agreement with GiG brings the technical support we need as we shape ITV Win for the UK market,” Joseph said. “It’s a partnership that gives us room to build a brand with real clarity and purpose, and we’re looking forward to taking it live.”
Joseph is directing Richmond Atlantic’s entry into the market as its first major launch.
Rollout Timeline and Regulatory Environment
ITV Win Bingo and Spins is scheduled to begin with a limited soft launch, with a larger public debut to follow. The full rollout will be accompanied by promotional efforts leveraging ITV’s television and digital channels.
This development coincides with heightened regulatory scrutiny in the UK online gambling sector, including proposed changes to advertising guidelines and consumer protection measures. ITV’s entry into licensed gambling will place the brand under direct regulatory oversight.
Market and Investor Response
The announcement saw shares in GiG Software SDR decline by 5.75 per cent to SEK5.00 on the Stockholm exchange. This share movement has reflected both broader market trends and reactions to sector news.
Despite this immediate market response, the partnership positions GiG at the center of what many are viewing as one of the most high-profile brand rollouts in the UK’s online gaming industry.
For ITV, this initiative marks a pivotal development in its digital strategy. The progress of ITV Win’s shift into regulated real-money gaming may serve as a template for how major media brands consider engaging with the UK’s gambling market.
Summary Table: ITV Win’s New Gambling Venture
| Aspect | Details |
|---|---|
| New Offering | Real-money online bingo and casino games |
| Technology Provider | Gaming Innovation Group Software (GiG) |
| Operator | Richmond Atlantic |
| Launch Phase | Soft launch, followed by full rollout |
| Share Price (GiG Software SDR) | SEK5.00 (-5.75%) |
- Author
Daniel Williams
