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.

Paddypower.com, 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.”

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