ITV, Britain's largest free-to-view commercial broadcaster, is priming itself to enter the real-money online gambling market for the first time in the new year.
ITV, Britain's largest free-to-view commercial broadcaster, is priming itself to enter the real-money online gambling market for the first time in the new year. The media giant will launch ITV Win Bingo & Spins, integrating real-money slots and bingo into its established "ITV Win" competition and prize draw brand.
While the website itvwin.com currently displays a "coming soon" message, reports confirm the site is in the final stages of a soft launch. A full market rollout, supported by a major TV advertising campaign, is scheduled for January 2026.
This strategic expansion aims to capitalise on ITV’s existing audience by converting players from its current free-to-play games and paid prize draws into real-money depositors. The new vertical will focus on "soft gaming", fun, accessible entertainment with a heavy emphasis on responsible play.
To facilitate this launch, ITV has entered into a five-year profit-share agreement with Richmond Atlantic, a Gibraltar-based venture led by CEO Adam Joseph.
Following a competitive tender process, Richmond Atlantic was selected to manage licensing, compliance, and early trading risk. The firm will also cover initial setup costs, including product development and salaries. Richmond, which holds a UK Gambling Commission licence, previously operated the online sports betting brand Betzone, which ceased trading earlier this month as the company shifted focus to this new venture.
The technical infrastructure will be powered by Gaming Innovation Group (GiG), providing the platform and a single account wallet solution. The bingo product itself will be supplied by Pragmatic Play.
Adam Joseph, CEO of Richmond Atlantic, stated:
"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. The trust ITV has put in us is significant... we can deliver a fun, entertaining and engaging casual player experience with responsible gambling at its core."
A key component of the strategy is leveraging ITV’s extensive intellectual property. The platform is expected to feature games branded around hit shows such as The Chase, Deal or No Deal, and Who Wants to Be a Millionaire?. Projections suggest that up to 50% of first-time depositors (FTDs) will be converted directly from the existing ITV Win database.
However, the launch comes amidst a challenging fiscal environment. Following the UK Autumn Budget's announcement of a sharp rise in Remote Gaming Duty starting April 2026, the project's financial projections have been adjusted.
To mitigate the impact of higher taxes, Richmond Atlantic plans to implement specific measures, including:
