ITV, the UK’s largest free-to-air commercial broadcaster, is preparing to enter the regulated online gambling market in early 2026 with the launch of ITV Win Bingo & Spins, a real-money gaming platform that will include slots and new bingo offerings. The expansion marks a significant strategic pivot for the media giant and highlights the evolving landscape of gambling and entertainment in the UK.
From organic audience to organic players
ITV’s new platform will operate under the existing ITV Win brand, which currently provides free-to-play competitions and prize draws. According to industry insiders, officials believe that up to half of first-time depositors on the forthcoming bingo and slots site will be drawn from the broadcaster’s existing ITV Win audience — effectively converting viewers into online gamers.
The soft launch of the domain itvwin.com is already underway, displaying a splash page for the new service. The full public rollout is targeted for the early months of 2026. The platform is being built in partnership with Gibraltar-based Richmond Atlantic and will use gaming technology supplied by Gaming Innovation Group (GiG).
One source familiar with the plans noted that the offering will include “brand-exclusive games” and aims to deliver a more “relaxed” and approachable gaming experience, particularly focused on bingo and online slots—a departure from the high-intensity casino products that dominate much of the UK’s online gambling sector.
ITV Win Bingo & Spins: what to expect
ITV Win Bingo & Spins is being touted as a hybrid product that sits between entertainment and regulated gaming. It will draw on ITV’s recognised brand presence — including potential tie-ins with TV entertainment programming — to attract players. A key challenge for ITV will be balancing its mainstream audience appeal with the stringent regulatory requirements of the UK’s gambling regime.
Industry commentators say ITV’s entry could help normalise online bingo and slots among broader audiences, but may also attract scrutiny from regulators and public health advocates concerned about gambling harm. A separate report released late 2025 found that young people in Britain want less exposure to gambling content in media, with 7 in 10 saying it’s difficult to avoid such advertising.
Market trends underpinning ITV’s timing
The UK gambling sector continues to expand, particularly in the online segment. Records released for late 2024 show that online gambling revenue surged to £1.54 billion in Q4 — a 21% year-on-year increase — despite a slight decline in active player accounts. Slots remained the dominant contributor, generating over £700 million in revenue.
Online bingo, while smaller in absolute terms compared to slots and sports betting, remains a resilient segment with millions of regular players and strong weekly engagement. New platforms and technology partnerships across the industry — including expanded bingo networks powered by companies like Playtech on more than 120 sites — reflect continued investment and innovation in the space.
Industry voices on ITV’s entry
A spokesperson close to the ITV Win project described the launch as “a natural extension of ITV’s commitment to engaging audiences through entertainment and interactive experiences,” noting that the broadcaster’s deep catalogues of beloved TV properties provide unique creative opportunities for branded gaming content.
Critics within the sector caution that non-traditional entrants must be mindful of both regulatory responsibilities and public perception. With the UK audience increasingly sensitive to gambling content — particularly among younger demographics — ITV’s strategy will be scrutinised not just for its commercial impact but also for its social responsibility.
What’s next?
As ITV Win Bingo & Spins moves toward its full launch, operators and regulators alike will be watching how the broadcaster positions itself among established iGaming brands. With a powerful media platform behind it, ITV’s reality-based approach to regulated online gambling could reset expectations for how mainstream entertainment intersects with interactive wagering.
For players and industry watchers, the full rollout in early 2026 will provide a key test case in cross-sector brand extensions and the future of bingo and slots in the UK.
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