Through a deal that marries two leaders in their respective U.K. Internet markets, MSN.co.uk has formed a partnership with Gaming Internet plc's Harrods Online Casino subsidiary.
Under the agreement's terms, MSN will design a special page on the site for the casino that will link to the Harrod's online casino, "describe the experience" of gambling at the site and preview the site's games. MSN will drive traffic to the special page using text links on the home page along with contextual advertising throughout the MSN.co.uk site.
MSN.co.uk, the British version of Microsoft's massively popular Internet portal, attracts more than 11 million users each month. The partnership is expected to create Britain's biggest online gaming site.
"The deal represents a great opportunity for MSN to increase its presence in the online gambling space," noted Matt Whittingham, MSN's business marketing manager. "A key driver is the innovation aspect; it's a fantastic idea and gambling attracts a large, repeat audience."
Enthusiastic about the deal, Gaming Internet CEO David Sanderson commented, "The strategy of focusing on established quality brands for our online casino business is key to the success of gambling in a secure and reliable environment."
Harrods Online Director Andrew Tottenham added, "We are delighted that this project has brought together two companies that are market leaders in their own sector. The months ahead will see further development of Harrods Casino Online."
MSN is no stranger to online gambling. The group has recently entered into promotional relationships with other betting sites, including flutter.com and Ladbrokes.co.uk. Additionally, Microsoft had joined Virgin Airlines as a technology partner in Virgin's failed bid to run the U.K. National Lottery.