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PartyGaming Signs UK TV Deal with Channel Five


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Last week, leading Gibraltar-based online gambling company, PartyGaming,
announced that it has signed an exclusive deal with popular UK television
broadcaster, Channel Five, to launch an exciting range of online casino
and bingo services in the coming six months.

According to the deal, Channel Five will launch the PartyGaming-powered gambling
service under its ‘Five’ brand name which it will promote heavily in order to
entice its viewers to partake in its offerings. The deal is reportedly part of
Channel Five’s aggressive expansion of its digital strategy.

We are looking forward to a long and prosperous partnership with PartyGaming,
who has been charged with creating the very best gaming experience for Channel
Five’s audience,’ said Channel Five CEO, Dawn Airey. ‘We have been looking at
how to expand our presence in digital media, both in terms of our core broadcast
content as well as allied offerings that reflect Channel Five’s unique sense of
dynamism and fun.’

The deal has been seen as something of a ‘coup’, after Airey’s former employers,
ITV, reportedly ‘let the ball drop’ by allowing an agreement to expire with
PartyGaming to offer its own e-gaming services across some of its well-known
brands, including Emmerdale, a popular UK soap opera.

But ITV’s loss is Channel Five’s gain, which is now one step closer to
increasing its digital presence that currently includes Demand Five, an exciting
video-on-demand service launched in June last year, as well as FiveFWD, a portal
targeting men featuring content from Fifth Gear and The Gadget Show.

This deal is also reflection of PartyGaming’s new-found freedom to make deals
and form symbiotic partnerships as it pleases, after it recently settled its
long-standing legal battle with the U.S. Justice Department, that served to
constrain the gambling firm and its strategy to increase its presence around the
world.

Following the announcement of its deal with Channel Five, PartyGaming stock on
the London Stock Exchange (LSE) closed high at $260.75 a share on Friday, after
starting the week at $235.75. The increase in its share price is indicative of
the confidence the market has in the current and future success of PartyGaming.

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