The deal resulted in both companies redoing their websites to adapt to the themes of their affiliate. Party Gaming has a new poker room based on ITV’s Friends Reunited and a online bingo site that is based on the Emmerdale soap. The games can also be reached via ITV’s website from the ITV Bets section. Players can reach the games from either website.

ITV is trying to recover from some questionable call in quiz shows that resulted in a drop in its revenues. This led to an investigation that uncovered many deceptions that affected many of the call in shows.  ITV had an internal investigation into the quiz shows in addition the regulatory crackdown on their practices.  The result was the voluntary cessation of quiz shows by ITV.  ITV is experiencing a loss of revenues due to the end of the quiz shows during the investigation and is trying to make up for that loss by offering the products of Party Gaming.

Party Gaming is also trying to make up for a loss in revenues due to the enactment of the Unlawful Internet Gambling Enforcement Act in the United States.  Party Gaming, like other gaming companies, was forced to depart from the U.S. market and find other markets to make up for the loss of revenues.  This deal with ITV is a part of that effort and the company is looking to enter into deals with other media companies in other countries. These deals are expected to be announced in the coming weeks.