he premium online service will launch in the second half of this year and will be operated by PartyGaming and promoted extensively by Five. This is PartyGaming’s fourth business-to-business deal announced in 2009.
The deal is also a major step forward in Five’s strategy to build its digital business and create new revenue streams online. Five has already launched a popular video-on-demand catch-up service, Demand Five, and has begun expansion into key vertical markets with FiveFWD, an advertisersupported portal for young men that features content from two of the broadcaster’s key programme brands: The Gadget Show and Fifth Gear.
Commenting on today’s announcement, Jim Ryan, Chief Executive Officer of PartyGaming, said: “With more than 30 million viewers each week and a household entertainment brand, Five is an important addition to our expanding business-to-business portfolio. We are confident of securing more B2B deals in the coming months as we match our eGaming talents and assets with the consumer reach of other companies around the world.”
Dawn Airey, Chair and CEO of Five, said: “Five is looking aggressively at how to expand its presence in digital media, both in terms of its core broadcast content as well as allied offerings that reflect the channel’s unique sense of dynamism and fun. We look forward to a long and prosperous partnership with PartyGaming, whose job it will be to create for Five’s audience the very best gaming experience.”