Online casino companies are now able to advertise on television, this according to the standards and regulations set by the UK Gambling Act 2005, only recently enacted. This brings the gambling world closer than it ever was with the traditional media, itself not as traditional as it once used to be.

A sign of this is the deal signed between PartyGaming Online and British broadcasters ITV. The white label deal will have the software firm provide their products to the biggest commercial television network in the UK.

The two companies have already been working together under contract, with the software provider's online poker and casino websites linked to from the TV company's website. The new deal, only three months after the cooperation began, will have their products on the website itself, no link in the middle. The games on the TV company's site will include blackjack, roulette, slot machines and others.

The business background makes sense for both sides of the deal. ITV has been losing income from advertising as more campaigns shift to the Internet. PartyGaming is on its way to recuperate fully from having to withdraw from the US market a year ago.

True, such deals have not always worked out for the best previously. Cooperation between ITV and Sportech has even been terminated after proving a failure, earlier this year. Both companies, however, have since done well business-wise.

As for the new deal, no details were provided, though it is likely for the duration of about three years, as is customary in the business. Moreover, it might lead to the casino company advertising on television in their own campaign.

Most agreements of this kind are for durations of at least three years and the relationship opens up the possibility of a reciprocal deal that would see PartyGaming advertise on ITV. In the meantime, it proves it can play and even partner with major and mainstream media companies.