Television addicts could soon be betting on soap-opera cliffhangers and sports matches under plans to bring gambling into the sitting room.

Sportech and ITV have announced a partnership between Sportech's gaming business Littewoods Leisure and ITV, to provide interactive betting and gaming services linked to ITV programmes.

Gaming opportunities will be created around a variety of programming types, including live football, which Sportech says will 'heighten the fun and involvement of ITV viewers before, during and after their favourite programmes.'

The deal is based on a revenue sharing arrangement, with guaranteed minimum payments to ITV over an initial five-year term, with an option to extend for a further two-year period.

Both companies expect to benefit from the anticipated growth in interactive TV gaming and betting; the market is predicted to reach £2.8bn per annum by 2006 (KPMG).

Colin McGill, managing director of Sportech, says the deal is groundbreaking in the gaming industry: 'This brings together the major commercial television broadcaster with the UK's leading home gaming company. This is a great brand fit.'

Sportech says the agreement is in line with its strategy of providing home-based gaming opportunities to the widest audiences available. ITV will provide Littlewoods Leisure with additional routes to market, running alongside its distribution channels, including internet, telephone and the door-to-door collector network.