ITV seals gaming deals

ITV has agreed two gaming deals around Simon Cowell's new game show, Red or Black? says The Drum.

The deals have been agreed with gambling firm Gamesys and TV company Monterosa. The programme, hosted by Ant and Dec, which began on Saturday, saw contestant play to win a £1 million prize.

According to c21 Media, Syco and ITV have commissioned dual-screen specialist Monterosa to create a live online play-along experience that will run on ITV.com; and also struck a deal with games firm Gamesys to create four paid-for games available from a gambling website.

The Monterosa game will allow players to challenge their Facebook friends and gain rewards by mentioning the show on social networks.

ITV and Cowell's Syco, which is co-producing the show, initially tried to negotiate a deal with Camelot, which runs the National Lottery, but failed to reach a deal, reveals guardian.

“A primetime production of the scale of Red or Black? Clearly has a huge amount of potential off air,” says Denise O'Donoghue, MD of ITV Studios UK.