The PartyGaming Internet gambling group has started the week in a positive way, announcing that it has signed an exclusive agreement with the UK-based television network Channel 5 Broadcasting Ltd to create a “Five”-branded online bingo and casino service targeting the British market.
The premium online service will launch in the second half of this (2009) year and will be operated by PartyGaming and promoted extensively by Five. A company spokesman said that the deal was PartyGaming’s fourth in the business-to-business sector to date this year.
The deal is an important part of Five’s strategy to build its digital business and create new revenue streams online. The broadcaster has already launched a popular video-on-demand catch-up service, Demand Five, and has begun expansion into key vertical markets with FiveFWD, an advertiser-supported portal for young men that features content from two of the broadcaster’s key programme brands: The Gadget Show and Fifth Gear.
Jim Ryan, Chief Executive Officer of PartyGaming, said: “With more than 30 million viewers each week and a a reputation as a household entertainment brand, Five is an important addition to our expanding business-to-business portfolio. We are confident of securing more B2B deals in the coming months as we match our eGaming talents and assets with the consumer reach of other companies around the world.”
Five's Chairwoman and Chief Executive Dawn Airey, said: “Five is looking aggressively at how to expand its presence in digital media, both in terms of its core broadcast content as well as allied offerings that reflect the channel’s unique sense of dynamism and fun. We look forward to a long and prosperous partnership with PartyGaming, whose job it will be to create for Five’s audience the very best gaming experience.”