July 12,2012 : LADBROKES AND ITV IN LIVE BETTING DEAL
Fresh 8 Gaming developed the widget
Online gambling group Ladbrokes has clinched a deal with television broadcaster ITV Sport that will enable punters to gamble on events without leaving the site.
The partnership soft-launched the service, which allows visitors to view live odds and place bets via a bespoke widget, ahead of the Euro 2012 football championships.
The widget, developed in partnership with Fresh 8 Gaming and distributed following a deal with advertising agency Walker Media, dynamically adapts across the ITV Sport site, and will be extended to mobile applications, reports the BroadcastNow website.
“The commercial team look to create bespoke partnerships with clients wherever possible to suit both parties’ needs. This deal is a great example of how we are working with clients to explore and harness new possibilities presented by developing technologies,” an ITV spokesman said.