Littlewoods Leisure is looking into a television game show based on the pools, and is understood to be in talks with ITV companies to find a buyer for the project.
The move is a further twist in the war between the traditional betting industry and the National Lottery.
It is understood that other betting companies are also looking at sponsoring television game shows as a way of hitting back at the BBC’s National Lottery Live television draw each Saturday night.
Three years ago, Littlewoods helped create a pilot TV game show with Yorkshire Television called the X Factor featuring game show host Tom O’Connor. However, the programme was never broadcast.
Littlewoods refused to confirm or deny that it was looking at a game show based on the pools. But the company issued a statement saying: “We are committed to long-term development of the pools and this involves looking at a number of different areas including new game concepts and new distribution oppor- tunities for existing games.”
Charity scratchcard operator UK Charity Lotteries is understood to have been developing a game show for the past 18 months, although it has had problems finding a way around sponsorship restrictions on using its brand name in the show.
It is thought that a number of companies have approached Channel 5 as a possible broadcaster for the game shows.