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.

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