Betting moves to iTV with NTL

Online gambling, which has already made big inroads on the Web, has moved to mainstream interactive TV (iTV) with the launch this week of NTL’s interactive betting service.

NTL says it wants its customers to enjoy “a harmless flutter” in a “relaxing” environment. Consumers and would-be punters will be able to access “the best of the betting world” from the comfort of their armchairs.

NTL has signed deals with Blue Square, Eurobet and Paddy Power, all of which will now be appearing on NTL’s Interactive TV Sports Channel.

Blue Square is a leading interactive betting service for sport, finance, politics and entertainment. Launched in May 1999 and with over 100,000 account holders, it claims to have one of the broadest ranges of betting markets online.

Eurobet, established in 1995, is one of the leading global Internet betting operators. Owned by Coral Eurobet, it offers odds on a broad range of domestic and international sporting events, and claims to be taking nearly £10m in betting turnover online every week. Customers can use credit cards to set up a personal account on Eurobet’s secure site, with any winnings credited directly to that account., launched last June, is part of a company that runs 120 betting shops in Ireland and already offers a telephone betting service. As well as a range of sports betting facilities, Paddy Power also promotes novelty betting markets on events such as political elections, TV shows, music charts and a range of general issues.

Andy Crossley, commercial director at NTL Interactive, says: “This is an exciting and significant step both for NTL and for these new content partners. NTL has always been committed to offering consumers an easy-to-use and accessible service available through a range of platforms.

“This new interactive betting service provides punters with a fun and secure way of taking a gamble using the medium that they feel most comfortable with.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here