Sportech bets on Euro 2004

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UK's Sportech, owner of Littlewoods Gaming, has announced the launch of Littlewoods Bet Direct on ITV's interactive platform, ITVi, ahead of Euro 2004.

Littlewoods Bet Direct is the only fixed odds betting service available within ITV's interactive menu. Operating 24/7, the service offers ITV viewers an extensive range of betting markets including football and horseracing.

"Euro 2004 provides an ideal customer recruitment opportunity for Littlewoods Bet Direct on ITVi. By pressing the red or text button on the remote control, ITV programming remains within a quarter screen, enabling viewers to access all the latest tournament information and to place a bet," a Sportech spokesman explained.

The service will be supported by a national press campaign, starting on 12 June 2004. ITVi is currently available to 7.3 million digital households and is available via the red and text buttons on the remote control.

Meanwhile ITV has launched a web site showcasing its rising number of interactive television applications. The site provides viewers with a full guide to ITV's interactive programmes, among them a daily Lotto service shown on This Morning which is generating up to 14 per cent of all entries received. ITV also said it would be providing an interactive television service to accompany its coverage of Euro 2004 with live results, match statistics and reports.