Live Betting Partnership between Ladbrokes and ITV

On-site gambling on events

An announcement came recently from online gambling group Ladbrokes, informing the public that it has inked a deal with television broadcaster ITV Sport, thanks to which its users will be able to gamble on events without leaving the site.

Through the service, soft-launched ahead of the Euro 2012 football championships, the users are able to view live odds and place bets via a bespoke widget, developed in partnership with Fresh 8 Gaming and distributed following a deal with advertising agency Walker Media.

The widget dynamically adapts across the ITV Sport site, and will be extended to mobile applications. It was added by and ITV spokesman that 'The commercial team look to create bespoke partnerships with clients wherever possible to suit both parties' needs. This deal is a great example of how we are working with clients to explore and harness new possibilities presented by developing technologies.'

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