The idea behind ITV Win was to give the broadcaster a wider role in online gaming through a white-label strategy, as opposed to building a full gambling operation itself. Richmond Atlantic played the operator’s part, while Gaming Innovation Group supplied the software solution. The product complemented the existing ITV Win product portfolio with bingo games and spins.
A Fast Launch Meets a Hard Market
The timing of the launch, however, did not give much room for the project to settle. The ITV Win contract was awarded to Richmond Atlantic in July 2025. The real-money product went live in January 2026. By late April, Richmond Atlantic had begun winding down, and ITV Win was set for closure.
According to news coverage, Richmond Atlantic had found it hard to attract external investment after launch and could not find a buyer. Up to 40 jobs are reportedly expected to be affected.
Tax Rise Changed the Economics
The decision was linked primarily to the UK’s higher remote gaming tax burden. Effective from 1 April 2026, Remote Gaming Duty increased from 21% to 40% on profits made through remote gaming (including online slots and casino products). For ITV Win, this was the most relevant tax change affecting the economics of the project.
According to Richmond, it tried to soften the impact during early trading. However, the new taxation regime made the business unworkable. Richmond Atlantic tried to find a buyer among other UK-facing operators, but the attempt failed.
BVGroup, the operator behind BetVictor, reportedly considered a possible takeover via a deal for Richmond Atlantic. That would have fitted its past experience with media-linked gaming brands, like Heart Bingo and talkSPORT Bet. The negotiations also ended without reaching an agreement.
Customers Told to Withdraw Funds
The ITV Win Bingo and Spins site is due to close at 12 pm UK time on Tuesday, 5 May.
ITV said customers had been informed and asked to withdraw money from their accounts. Players who cannot withdraw within the set period will be contacted manually. In that case, funds can be returned in line with UK Gambling Commission rules.
The closure also leaves commercial loose ends. As media coverage mentions, several suppliers involved in the launch (including names like GiG and Pragmatic Play) face unpaid invoices.
Closure Implications
The ITV Win case is not only about a failed brand launch. It also illustrates how much harder the UK has become for smaller or newly formed remote gaming operators.
Bigger companies have the capacity to share the tax burden among wider customer bases, more extensive portfolios, and deeper balance sheets. In the case of a new white-label venture, there are no such buffers. The takeaway for the media industry is that strong branding is not sufficient if the operating partner cannot afford the initial costs.
