PartyGaming, ITV Extend Partnership

Online gambling mainstay, PartyGaming, announced Wednesday that it has extended the reaches of its partnership with UK broadcaster ITV.  Previously, ITV was simply a PartyGaming affiliate, linking viewers to PartyGaming’s sites through links on its website, ITV.com.  Now, PartyGaming has actually developed “white-label products” for ITV.com, which have appeared on the site within the last couple days. 

These products are essentially “skins” of PartyGaming’s offerings.  That is, they are powered by PartyGaming and on PartyGaming’s network, but are branded for ITV.  The products that have launched include Friends Reunited Poker, named for the social networking site similar to Reunion.com or Classmates.com, Emmerdale Bingo, and ITV branded versions of PartyGaming’s casino suite. 

Both companies are hoping the deal will boost revenues.  ITV has been losing advertisers to other internet sites, while PartyGaming is still trying to recover from the loss of its U.S. customers due to the passing of the UIGEA last fall. 

PartyGaming also said last week that it will be announcing deals with other European media companies in the near future.