Viewers of live sports coverage on the ITV.com website can now place bets without having to tear themselves away from the action thanks to a new Ladbrokes integrated live betting service.
The new widget, soft-launched ahead of last month’s Euro 2012 football championships and now appearing alongside all live streams of sports coverage on the ITV.com website in the UK, adapts to offer Ladbrokes’ live odds on the event showing at the time. It has also been integrated into the ITV Sport mobile site.
An ITV spokesperson said the deal had arisen out of the broadcaster’s commercial team’s strategy of creating “bespoke partnerships” that suited “both parties’ needs.”
The in-screen widget was developed by Ladbrokes with London-based developer Fresh 8 Gaming, following a deal struck with the betting and gaming operator’s ad agency Walker Media.
Ladbrokes’ bitter rival William Hill was the sponsor of ITV’s FA Cup coverage this year, produced and directed by Hill’s agency Bark&Bite. ITV also has a deal with interactive TV gaming company NetPlay, that produces the Jackpot247 live roulette programme that airs during ITV1’s The Zone teleshopping slot between midnight to 6am.