By Adam Ulick | September 7, 2007

PartyGaming, operator of Party Poker, announced this week that it has launched white-label online gaming offerings on UK broadcaster ITV’s website.

The games, which are almost carbon copies of what PartyGaming already puts out under the Party brand, are part of an effort by the company to add revenue streams as it continues to pull itself out of the hole it created for itself by shutting out American players.The games, which include poker, casino games, and backgammon, are primarily branded under the ITV name.The poker offering is actually called “Friends Reunited Poker,” as it is associated with a social networking site which ITV owns.

PartyGaming and ITV have had a business relationship prior to this deal, but it was only an affiliate arrangement, with ITV placing links for PartyGaming sites on its website.

PartyGaming expects to release details of more deals with European media companies soon.

Related posts:

1. PartyGaming Rumored to Buy Cashcade
   PartyGaming continues to move forward full force with its 2009 business plan to grow its online casino brand and focus...
2. PartyGaming Recognized for Corporate Responsibility
   PartyGaming, operator of online poker room PartyPoker.com, reported Thursday that its corporate and social responsibility credentials have been endorsed by...
3. PokerStars Takes Home Games Online
   PokerStars, one of the leading online poker sites in existence today, recently announced a pioneering new offering that may just...
4. Playtech announces record results for first half of 2008
   Casino and poker software provider Playtech has proudly announced its half-year results, which show an impressive 85% increase of total...
5. Bwin and PartyGaming Merger Approved at Shareholder Meetings
   The shareholders of Bwin and PartyGaming have approved the proposed merger of these giants at separately convened general body meetings....