ITVi, in a deal with Littlewoods Game On, has launched on ITV. It will allow fans to take a punt on straightforward bets, such as England winning against France, to more tricky punts, such as how many corners will the referee award.
Viewers can also place bets as the action unfolds, with ITV programming remaining in a quarter screen so that bets can be placed without any of the action being missed.
Steve Taylor, director of Bet Direct, said: "Launching our interactive sportsbook on ITV to coincide with Euro 2004 was one of our main aims for 2004, and we are delighted with the result. It's easy to use and offers everything people have come to expect from interactive betting."
ITV is backing the launch of Bet Direct with a national press advertising campaign, created by Senior Media.
Jane Marshall, Controller of ITV Interactive, said: "Euro 2004 is a massive broadcasting event for ITV and we're really pleased that it marks the launch of the interactive betting service on ITV."
ITV's interactive services for Euro 2004 include a service called 'Desktop Des' that people can download on their computers, and video highlights online, provided by , the communications technology company.
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