ITV Set to Enter UK Online Gambling Market Through ITV Win

ITV, the UK’s largest free-to-air commercial broadcaster, is preparing to launch real-money online gambling in early 2026, marking a significant expansion of its digital entertainment offering.

According to an exclusive report, the broadcaster will introduce online slots and bingo games through its established competition-led brand, ITV Win, giving its audience access to real-money gaming for the first time.

The initiative will be delivered in partnership with Gibraltar-based operator Richmond Atlantic, which will oversee licensing and regulatory compliance under its UK Gambling Commission licence. The platform and core technology will be supplied by Gaming Innovation Group (GiG), including a single-account wallet solution, while the bingo vertical will be powered by Pragmatic Play.

The collaboration is understood to be structured as a five-year profit-share agreement, secured by Richmond Atlantic following a competitive tender process. As part of the deal, Richmond will assume early-stage commercial risk and fund initial setup costs, covering areas such as staffing and product development.

Richmond Atlantic, led by CEO Adam Joseph, previously operated the UK-facing sportsbook Betzone, which ceased operations earlier this month after four years in the market. The ITV Win launch represents a new strategic direction for the company.

“The ITV Win brand is a fun, safe and entertaining place to play,” Joseph said. “We’re working hard alongside platform partner GiG to ensure that we not only meet but exceed player expectations. The full launch is next month, when we intend to bring together a fully integrated campaign, including TV advertising.”

The move positions ITV among a growing number of major media brands exploring regulated online gambling, leveraging established audiences to drive engagement within a compliant, responsible framework.