ITV has confirmed its first move into the soft gaming market after selecting Richmond Atlantic to lead the expansion of its ITV Win brand into bingo and online spins.
The new ITV Win Bingo & Spins offering will be integrated into ITV's existing ITV Win proposition, which currently focuses on competitions and prize draws.
Under the partnership, Richmond Atlantic will deliver bingo and casino-style spins products designed to appeal to casual players, with an emphasis on accessibility and responsible play.
The bingo vertical is expected to form the core of the platform, supported by a spins offering featuring a range of popular UK slot titles, alongside branded exclusives scheduled for release in the New Year.
ITV said Richmond Atlantic was chosen following a competitive tender process that assessed suppliers on player protection, industry experience and operational standards.
The operator highlighted Richmond Atlantic's player-first approach and its commitment to responsible gambling as key factors in the decision.
Commenting on the development, Adam Joseph, CEO of Richmond Atlantic, stated: "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.
"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."
The move represents a further diversification of ITV's commercial activities within the regulated gambling sector, complementing its existing involvement in gaming-related partnerships and sponsorships. Recent initiatives across the wider ITV ecosystem have included long-term sports broadcasting agreements and entertainment-led collaborations with established gaming brands.
Richmond Atlantic was selected after a competitive tender process that prioritised player protection and compliance
