Television broadcaster, ITV Plc, has selected Party Gaming to integrate online casino games and bingo on its websites. A major white label deal for the online gaming operator, Party Gaming has confirmed in an eGaming Review report that the games are already up and running on ITV's website. The deal now confirms earlier speculation that Party Gaming had signed a deal with a "leading household brand".

Emmerdale Bingo and ITV branded casino and betting games are now available on ITV websites, including the Friends Reunited website, which already has an online poker package. Players can get immediate access after opening an account with ITV Play, which is directly accessible through itv.com. ITV Play offers real money and fun gaming at video skill games like Price is Right, Blockbusters, Millionaire and Family Fortune, in addition to ITV Bets (live sports betting and Snooker) and ITV Casino.

It is thought that the current offering of betting options on ITV is just a soft launch prelude of a more comprehensive offering of online betting services, although a spokesperson for Party Gaming said they would not discuss what the future holds. The spokesperson only would say that the latest deal is a development of their existing affiliate relationship.

Those who are familiar with ITV, know just how big of a household name it is in the UK. Having already used Sportech to provide gaming related products through its online media outlets back in 2002, ITV is evidently quite serious about taking its presence in the online gambling sector much further, which is a very good thing for both Party Gaming and the television broadcaster.