Even amidst the tightening of the UK framework and much fear over tough tax conditions, the market has a key new player.
ITV Win is expanding with ITV Bingo and Spin, underpinning the broadcaster’s appetite for the UK iGaming market despite the gloomy implications of Rachel Reeves’ budget. The outlet’s ambitions could be fuelled by the headstart it could gain through the ITV branding.
The blueprint for this type of entry to the UK iGaming market has very much been set by Sky Betting and Gaming, and its brands like Sky Vegas, which tapped into the Sky brand and has grown exponentially into one of the UK’s leading iGaming heavyweights.
For ITV, in many ways, the advantage is far greater than that of Sky Bet in iGaming, with the brand possessing prime real estate when it comes to marketing in order to engage audiences on its TV platforms.
The leading terrestrial TV network partnered with Richmond Atlantic, a newly created Gibraltar-based firm specialising in gaming platforms.
Adam Joseph, CEO of Richmond Atlantic, said: “From concept to full market rollout, Richmond Atlantic blends creative vision, data-driven strategy and cutting-edge technology to deliver standout player experiences, and that’s exactly what we will be doing with ITV Win.
“The new ITV Win Bingo & Spins site is in the final stages of development with a soft launch imminent. This will be followed by a full roll-out in the New Year, including a major TV advertising campaign.
“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, and it has only done this because it is confident we can deliver a fun, entertaining and engaging casual player experience with responsible gambling at its core.”
There is something to be said for the strategy of ITV, with it also agreeing recently to sell a substantial segment of its media business to Sky.
At the heart of the growth could also be the IPs, which have continued to be a crucial asset for iGaming operators.
For ITV, this may well include The Chase, Deal or No Deal, Who Wants to Be a Millionaire? – all IPs that could be elevated amidst a rise in live game shows.
Game shows have been touted as a crucial avenue to bridging the gap between live casino and slots players – the mechanics and formula of gameshows lend to successful slots titles in many cases.
Furthermore, the other IPs possessed by ITV tap into an iGaming audience and boast unwavering fan loyalty.
For example, shows like Love Island and Coronation Street are entwined in the cultural fabric of the UK, potentially moving the needle for player engagement in the UK market.
Joseph added: “Richmond Atlantic is supported by one of the most experienced teams in the industry, especially when it comes to developing, launching and growing big-name iGaming brands in highly regulated markets.
“The launch of ITV Win Bingo & Spins is going to be an exciting time, and we are incredibly proud to be the driving force behind bringing it to market and ensuring we have a safe and entertaining place for the customers we will drive.”
There have been challenges for the model of building on a media brand into the world of iGaming though, The Sun’s Sun Bets bookmaker experienced significant challenges in gaining momentum in the UK market, for example, and was shut down after just two years in 2018, though the paper does still have the Sun Vegas casino platform.
That being said, whilst the assets are in favour of ITV drawing iGaming engagement, the challenges are undeniable for UK market entry at the moment.
The fragmentation of the market is set to shift, and assets are going to be swarmed upon. It means the battle for market share is set to intensify as operators assess their role in the market. Furthermore, the challenge to remain profitable will become incredibly tricky for UK operators as profits, particularly from iGaming, are squeezed by the new taxation rates.
It is estimated that once the RGD and GBD increases take effect, effective tax rates will be 85-100%, showcasing that the environment ITV is entering into is undeniably tough, but do they have enough brand power to pull them into a place of dominance?
Can TV marketing and promotional material be enough to secure the platform a market share and a position in the UK market?
It certainly presents an interesting question for UK iGaming in 2026.
