The Telegraph carried a story yesterday that reveals the television broadcaster Channel Five is set to launch an online bingo and casino under a white label agreement with Party Bingo parent company PartyGaming. The new deal will see Five entering the online gaming market for the first time with the launch of the new online bingo and casino service in approximately six months time. This strategic move by Five will see them building on their successes in the digital media arena with an expected increase in revenue for the new venture into the very popular online bingo and casino market.
Five have already increased their exposure significantly with the launch of their video-on-demand service ‘Demand Five’ which was rebranded in 2008 and a special advertising site targeting a male audience ‘FiveFwd’. The report in the Telegraph had a quote from the chair and Chief Executive of Five, Dawn Airey stating “Five is looking aggressively at how to expand its presence in digital media, both in terms of its core broadcast content as well as allied offerings that reflect the channel's unique sense of dynamism and fun.” PartyGaming themselves are more than happy to have secured yet another white label deal with a significant brand which is their fourth this year. The Chief Executive Officer of Party Bingo and PartyGaming, Jim Ryan remarked in the company press release how delighted that the company was to have secured yet another household name, and further goes on to say about the deal with Five“With more than 30 million viewers each week and a household entertainment brand, Five is an important addition to our expanding business-to-business portfolio.
PartyGaming have a complete range of successful gaming sites under the PartyGaming umbrella including online bingo site Party Bingo, PartyPoker, PartyCasino, PartyGammon, PartyMarkets and sports betting site PartyBets. They have a very successful white label division that provides all the expertise gained from operating their own extensive gaming brands since the company was launched in 1997. This expertise allows companies entering the online online bingo or gaming market for the first time to benefit from all the know-how that PartyGaming has gained over the years but under their own branding. PartyGaming are able to provide companies such as Five with the sophisticated online online bingo and casino games that they require, whilst using the established payment system and customer service of PartyGaming but allows them to brand the end product to their own particular requirements. This has allowed larger blue-chip companies such as ITV to provide an online gaming product that reflects the quality of their own already well established brand.