by Anton Johan
ITV will be airing a new show produced by Simon Cowell, Red or Black?
and has signed a deal with two companies to produce a range of free and paid
for games based on the show.
The prime time big budget Red or Black? gives players in the game the
opportunity to win £1 million on the spin of a single wheel.
ITV entered into an agreement with the online gambling group, Gamesys, which
will have the latter produce four real-money games which are based on the new
The games will be available at the gaming site, Jackpot Joy and will be
entitled Red or Black Slots, Red or Black Instant, Red or Black Hi Lo and Red or
Black Stacks. They can be played online, at stakes wagering from 5 p to 50 p.
The TV network will promote the new games through an advertising campaign.
Another deal has been struck with the social TV specialists, Monterosa to
produce games where players can play along parallel to the TV show for free.
It was reported that ITV tried to strike a deal with operators of the UK
National Lottery, Camelot, but wasn't successful.
"It made commercial sense to license the brand to market
leaders, who run the UK's leading gaming website," said a spokesperson for ITV.
"ITV.com has strong plans to support Red or Black?, which includes the
play along game."
The Managing Director of ITV Studios UK, Denise O'Donoghue said:
"A prime time production of the scale of Red or Black? clearly has a huge
amount of potential off air. Working with Syco we have been exploring the best
opportunities to fully exploit this fantastic programme idea."
Simon Cowell's new show will be filmed in the Wembley Arena and
will begin airing from September 3rd. ITV also signed a £1 million deal
with Domino's Pizza to sponsor the show.
The show will be fronted by Anthony McPartlin and Declan
Cowell has already produced hugely popular shows for UK
television, including The X Factor and Britain's Got Talent.