Virgin Media Television has agreed a deal with interactive gaming company Netplay TV to run the broadcaster’s “Challenge Jackpot” brand.
The agreement, which also includes the option for Virgin Media TV to acquire a 9.9% stake in Netplay TV, will last initially until June 30 2013 and will see Netplay take over production of the Challenge Jackpot website and television channel, which broadcasts on Virgin Media, Sky and three hours a day with live presenters on Bravo 2 and Virgin1.
The brand provides a platform for games including live TV roulette and web games with plans to expand further into mobile games.
Martin Higginson, executive chairman and chief executive officer of Netplay, says the deal allows it to offer gaming services to a new set of consumers and broaden its “demographic reach considerably”.
Virgin says the deal allows it to build the Challenge Jackpot brand and integrate the internet, TV and mobile elements of gaming.
The agreement comes a month after reports emerged that Virgin Media was on the verge of selling its television division, which is a 50% partner with BBC Worldwide in the UKTV portfolio of ten channels.
Netplay TV, which runs the SuperCasino.com and Bingos.com brands, recently agreed a distribution deal with Five to air daily live draws for www.EuroTeleMillions.com.
It also hired agency veteran Jonathan Rigby, a former managing director of FCB London, as brand director earlier this month.
The AIM-listed firm says it expects earnings before interest, tax, depreciation and amortisation for the period ended December 31 2008 will be in line “with current market expectations”.