The UK’s largest commercial free-to-air TV channel is launching its own online casino

ITV, the UK’s first commercial television channel launched in 1955, is moving into online gambling for the first time. The broadcaster is introducing online slots and bingo games under its established competition brand, ITV Win, opening a new digital revenue stream tied to its large TV audience.

The online gambling launch is being delivered in partnership with Gibraltar-based Richmond Atlantic and Malta-based Gaming Innovation Group (GiG). Richmond Atlantic, which holds a UK Gambling Commission licence, is responsible for licensing, compliance, and day-to-day operations on ITV’s behalf. GiG is supplying the core technology, including a single wallet system that allows players to use one account across different products. The bingo platform will be powered by Pragmatic Play.

Commercial Structure and Responsibilities

The agreement between ITV and Richmond Atlantic is understood to be a five-year profit-share deal secured through a competitive tender process. Under the terms of the arrangement, Richmond is taking on the early trading risk and covering initial setup costs such as staffing, product development, and operational expenses. When contacted, Richmond Atlantic declined to comment on the commercial details of the agreement.

Richmond Atlantic is led by CEO Adam Joseph, who previously launched the UK-facing online sports betting brand Betzone. Betzone ceased operations earlier this month after four years in the market, marking a shift in strategy for the company toward new online gambling opportunities.

Soft Launch and Marketing Plans

The ITV Win casino and bingo site is currently operating in a soft-launch phase, accessible behind a splash page. A full public launch is expected in January and will be supported by an integrated marketing campaign, including television advertising across ITV’s channels.

According to Adam Joseph, the ITV Win brand is intended to be a fun, safe, and entertaining place to play. He said the company is working closely with platform partner GiG to ensure player expectations are met and exceeded as the product rolls out nationwide.

Business Model and Audience Conversion

The core business strategy is to offer a “softer” gaming experience focused on slots and bingo, while leveraging ITV’s extensive library of well-known TV brands. ITV Win already attracts users with free-to-play games built around hit shows such as The Chase, Deal or No Deal, and Who Wants to Be a Millionaire?. The platform also promotes paid prize draws, allowing viewers to enter for £2.50 for the chance to win prizes including cash, cars, and holidays.

This existing user base puts ITV Win in a strong position to transition players into real-money gambling. Industry estimates suggest that up to 50% of first-time depositors could come from the current ITV Win audience. Bingo is expected to increase activity and retention, while slots are projected to be the main driver of revenue.

Budget Challenges and Mitigation Measures

The timing of the launch comes amid regulatory and financial pressure on the UK gambling market. The Autumn Budget confirmed a sharp increase in remote gambling duty from April 2026, changing the financial outlook for new entrants. Sources indicate that discussions around the ITV Win launch began earlier in the year, when projections were more favorable.

To protect profitability, Richmond Atlantic plans to introduce several mitigation measures. These include lowering slot RTP levels to improve margins and reducing bonus spend as a share of gross gaming revenue. The strategy also assumes that some competitors may reduce investment in the UK or exit the market altogether, creating space for new brands like ITV Win to gain share.