The interactive gaming market, expected to reach £2.8bn by 2006, has a regular playing customer base of more than 1.7 million people. Littlewoods Gaming is planning to establish itself as a major force within it.
To do that, the company has hired Band & Brown Communications from a three-way pitch to run a B2B-focused PR campaign. The agency reports to Littlewoods Gaming head of interactive marketing Marie-France van Heel.
Littlewoods Game On was launched in February and has already begun its online offering. The company, which provides football pools and sports betting, has an exclusive strategic partnership with ITV to provide interactive gaming and betting services linked to specific ITV programming.
PR is expected to raise awareness of gaming opportunities in conjunction with ITV.