U.S. software giant Microsoft Corporation is once more dipping its toes into the U.K. interactive gaming waters. A February deal with Virgin Airlines made Microsoft a co-bidder to run the National Lottery, with announced intentions to take the lottery to the Internet. Now, an alliance between Microsoft and Ladbrokes, one of the world's largest bookmakers, will promote the betting service on Microsoft's U.K.
Internet portal, MSN.co.uk.
Ladbrokes will advertise its site, ladbrokes.co.uk, with football banner ads, and provide a selection of Euro 2000 betting opportunities, along with the latest betting news and odds.
Both sides of the deal were enthusiastic. "This has the potential to be a true landmark partnership," said Ladbrokes e-gaming MD John O'Reilly. "More and more sports fans are turning to the Internet for latest news, views and live coverage of major sporting events, so it is essential ladbrokes.co.uk is right at the heart of action."
Added MSN.co.uk marketing manager Stuart Anderson, "MSN is about delivering the best all-round experience on the Internet. Betting's popularity is booming among sports fans, so this is a great partnership for MSN users."
A U.S. Department of Justice spokesman was unaware of the alliance, but believed that legally Microsoft was in the clear, so long as the bets weren't made available to Americans.