PartyGaming (LON:PRTY) has extended a deal with ITV (LON:ITV), providing the broadcaster’s recently relaunched website with a range of branded pay-to-play online games. Announcing record, 29 percent-better H1 profits last week, the Gibraltar-based offshore outfit hinted it would strike a white-label deal. eGaming Review today spotted (and Reuters confirmed) it had gone live with several games on ITV.com, including Emmerdale Bingo and ITV-branded casino, backgammon and betting sections. ITV even launched Friends Reunited Poker, in an attempt to reignite the revenue potential of the once-mighty social network.

PartyGaming told EGR it’s an extension of an existing ITV relationship; it’s also looking for similar alliances with more publishers. ITV was faced with the prospect of gaming revenue drying up when it took its ITV Player 24/7 participation quiz channel off-air in March amid a series of call-TV scandals that affected several channels. But the ITV Play brand lives on as an ITV 1 and 2 strand and its extension on the web could benefit from the growth in online gaming.