Littlewoods to launch iTV betting games

Littlewoods Gaming is to launch the first raft of interactive iTV gambling games, which is expected sometime in the autumn.

The company has appointed creative agency The Clinic to work on a project-by-project basis on its interactive TV betting and online gaming service division Littlewoods Game On.

Littlewoods Game On, which is owned by Sportech, has asked The Clinic to help recently appointed head of interactive marketing Marie-France van Heel establish and develop the Littlewoods Game On brand.

It will also work with partner ITV on the launch of the games channel, which will be accessible through iTV, with the marketing teams of both companies expected to work together on the creation of the advertising campaign.

Although Littlewoods Gaming declined to say how much the work was worth, van Heel says the campaign will have a “large” budget. She adds that the campaign will use the media resources of ITV, including access to its TV channels.

McCann-Erickson Manchester is the roster agency for its Littlewoods Pools business, which mainly uses direct mail campaigns for support.

Van Heel says Littlewoods Game On needed a “dynamic agency” for its work, as there will be online advertising support.

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