Sportech, Littlewoods Leisure's gaming division, is to provide interactive gaming and betting features for ITV under a new deal announced yesterday.

The pair will work together to jointly develop betting and gaming concepts to "enhance entertainment for viewers to ITV’s channels across all analogue and digital platforms". The deal encompasses a revenue-sharing agreement, with guaranteed minimum payments for ITV over the next five years.

The move will see gaming and betting available on a "variety of programming types" including live football coverage.

"The deal with Littlewoods will enable ITV to provide its viewers with enjoyable gaming and betting opportunities, using the interactive capacity which our channels have on all digital platforms," said Stuart Prebble, ITV CEO. "This will be allied with ITV’s sports and other broadcasting properties to create a proposition with universal appeal which offers something distinct from our commercial competitors."

Colin McGill, Sportech MD, said that the deal was "ground breaking" in the gaming industry, and was a "great brand fit". "Together, we are looking forward to offering ITV's huge viewing audience enhanced entertainment. Whether it is fun, gaming or betting the viewer will benefit from this exciting partnership," he added.