irgin Games has partnered with online betting service Betfair to offer a betting service to enable is customers to place bets on the entertainment, football, cricket, golf, greyhounds, motor sport, rugby and tennis sectors.
Virgin Games is understood to speaking with agencies already on the group's various rosters about the upcoming campaign scheduled to launch in autumn. It is expected to have a strong emphasis on digital.
The new betting offering expands on Virgin Games' current platform, which includes Virgin Poker, Virgin Bingo, Virgin Casino and Virgin Skill.
Virgin Games CEO Simon Burridge said: “Virgin Games is all about fun and entertainment, so novelty betting is a good fit for the brand. Although entertainment betting is seen as a sideline by most of the traditional bookies, we believe it is a market with huge potential. Every year, millions of people spend millions of pounds phoning and texting votes into reality TV shows."